Customer Relationship Network: Factors to Consider in Adapting in Business Relationships

The creation and development of customer relationship has become a strong marketing tool for most suppliers in the current business world. In addition, the development of relationships has become the main topic for market researchers since they believe that, customers and suppliers are valuable assets of a firm. Most suppliers also face the dilemma of how they should adapt to their customers needs and requirements because adaptations always tighten the bonds of both the supplier and the customer and make them more dependent on each other. In order to identify the reasons why firms place much importance on the development of customer relationships, the authors have undertaken a qualitative study. This study was based on why ABB Automation develops relationship with its customer?s base. The data collected was analyzed to identify the reasons behind the company?s decisions