How does relationship marketing affect service customers? a) It reduces the need for interaction between them and the service provider. b) It increases their switching costs. c) It makes service delivery less personalized. d) It reduces stress due to a repetitive purchase process. e) It reduces their need to be dependent on a single service provider.

The correct answer is B: it increases their switching costs

Explanation:

Relationship marketing is about establishing a long-term bond with consumers. Instead of pursuing a one-time sale, relationship marketing tries to encourage customer loyalty by providing top of the notch products and services. Relationship marketing is usually not linked to a single product or offer. It involves a company perfecting their business to maximize the value of that relationship for the customer.

Relationship marketing principally requires the improvement of internal methods. The objective is to make the costumers experience to the fullest, meeting their expectations and creating a bond beyond the service itself. When you, as a company, achieve a level of uniqueness to the consumer, the cost of switching companies increases. It is more difficult to find a provider that fulfills your needs and desires.