Identify and discuss the advantages and disadvantages of relationship marketing for the consumer.

Relationship marketing involves the building and maintenance of a provider/consumer relationship. It not only involves the attraction of the consumer but also the ongoing and possibly lasting relationship that can develop. Relationship marketing focuses very much on the long-term, long-term value for the consumer, long-term satisfaction for the consumer and subsequent long-term loyalty by the consumer.

In relationship marketing one of the key fundamentals is the acknowledgement that the consumer is not passive but is very much active in the relationship. Both the provider and the consumer can and should benefit from a positive relationship. One of the advantages of relationship marketing for the consumer is that there is often a high degree of customer contact and customer service when a long-term relationship is trying to be established, this can add up to an increase of satisfaction experienced by the customer. Companies and organisations know that customers are more and more incl...