When the channel member can enhance (or harm)the quality of the relationship between the selling firm and the customer,the channel member is engaging in:

Question

Quizplus · Accepted Answer

Relationship management involves enhancing or maintaining the quality of the relationship between the selling firm and the customer through various activities, such as managing conflict, providing personalized services, and improving communication. Therefore, when a channel member engages in such activities, they are considered to be practicing relationship management. Marketing research involves gathering and analyzing data to support marketing decision-making, while risk-taking refers to assuming financial risks associated with carrying out the channel functions. Service, on the other hand, refers to providing assistance or support to customers, which may or may not impact the relationship between the selling firm and the customer.

When the Channel Member Can Enhance (Or Harm)the Quality of the Relationship