Running head: REFLECTIONS: CUSTOMER RELATIONSHIPS
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Reflections on Unlock the Mysteries of Your Customer Relationships
Andra Wiegand
Tarleton State University
REFLECTIONS: CUSTOMER RELATIONSHIPS 2
The fundamental premise of the article is that consumers and companies are in a
relationship. That relationship is not necessarily a simple transactional one. Most people think
that when you are a customer you simply purchase products, but there is more to it than that.
Both customers and sellers have expectations of the other in operation and interactions. We all
know that when shopping for a product or service most people want a good product and a good
price. What we may not regularly consider is that we also want to be treated a certain way.
Some people want to make a purchase and go about the day. A few may expect an adversarial
experience. Others want to chat and feel appreciated. All of this is relevant because if we do not
receive the desired level of interaction or respect, we may feel slighted, put upon, or unwanted.
The authors have used interpersonal descriptors to define these relationships. Among the
