3 Building marketing relationships: the six markets model - Relationship Marketing [Book]
Floyd lists Mark Knapp's model of relationship development as; Initializing stage, Experimenting stage, Intensifying stage, Integrating Phase, Bonding Phase. Knapp's relational development model portrays relationship development as a .. Econometrics and Marketing Research at the Erasmus University Rotterdam, . Knapp's () ten stage model of relationships has been widely cited and . Re -Conceptualizing Relational Integrated Marketing Communications from the.
While the brand interaction becomes a habit in Stage 4, the commitment may be subconscious and less intentional.
Brand and Customer Identity - Peopledesign
Stage 5 represents a very intentional commitment. Users refer to themselves as either Coke or Pepsi people.
They get tattoos of the Apple logo or wear necklaces with the Nike swoosh. Wearables use personal health, big data, and style to try and achieve Stage 5 with users.
Knapp's relational development model
This bond is partially what enables Evernote to move from a digital notebook tool to a physical backpack, printers, wallets, and more. Evernote has a strong understanding of its value proposition that points to their target user. The company has created a strong user experience on the digital front that has led to a heavy Stage 5 Bond, and the opportunity to produce products and services analogous to its core offer.
Differentiating The need to re-establish separate identities begins to emerge. Stage 6 overlaps between the Relational Maintenance phase and the Coming Apart phase as establishing independence while maintaining a strong bond can be a strong factor in a successful long-term relationship. When users realize they are not dependent on the brand, but choose them, it allows for a deeper intimacy with a brand. Making a choice is more powerful than satisfying a need.
Often people will never communicate the topic fearing an argument.
They will have their own personal space and activities. The boy does the same. Example 2 — In business, the issues regarding the quality might arise due to the communication gap and the conflicts can lead to alternative contract units.
Stagnation — The relationship will decline even more if it reaches the stagnation stage. The communication will be more limited. Mostly the relationships in this stage will not continue or improve. Example 1 — As the girl found that there is not much to talk about in general and will remain silent even though they live in the same house. So there is a serious communication gap between the girl and the boy.
Example 2 — In business relationships, there will be a communication gap when one party or both the partners feel neglected or when they felt insignificant. Avoidance — At this stage, the partners intentionally avoid any contacts and they will be physically detached. They restrict themselves from any forms of communication to avoid a conversation or an argument.Relationship Marketing Strategy
Example 1 — One day the boy packs his bags and walks out of the house. By the time the girl would have completely avoided the boy and will not attempt to stop him. Example 2 — The stagnation stage will result in both partners to avoid each other as it affects their fundamental functioning.
Terminating — This is the final stage of coming apart. The relationship completely terminates. The partners will take different paths and will go on with their lives. The termination is not just a subjective decision as a divorce but it can occur naturally when the people who were living next door move out or when roommates change as the year ends.
Example 1 — The boy approaches an advocate for a divorce. In business, this is where they start working together with each getting value from the arrangement, often directly financial or that will lead to financial benefit. Bonding Finally, the two people are fully integrated in the bonding stage. Here they make their unitary status known and may formalize it, for example through marriage. Other symbols of unending commitment may also include such as joint bank accounts and having children.
Knapp's Relational Development Model
In business, this includes partnership and trusting relations that reduce transaction costs and add longer-term value. Coming apart Although in bonding the people intend to keep the relationship going forever, sometimes this does not happen.
In fact the divorce rate in a number of countries is higher than ever. Differentiating At first, and with the pressures of living, the closely bonded joint relationship starts to pull apart as the people have demands of different jobs, different friends and different interests. Romantically, after a couple of years, people are no longer floating on a cloud and start to see themselves and the other person as individuals rather than a tight couple. In business, other customers, suppliers and work pressure start to reduce the chance to meet.
Individuals may also be looking to advancing their career. Circumscribing As the people pull apart, the focus moves towards setting boundaries and delimiting differences. People have their own individual space, their own possessions, their own friends and so on. This can cause conflict, for example where both claim the same resource as their own. Such argument only serves to push them apart faster.