Consumer Relationships In Zappos

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Zappos has developed long-term consumer relationships that have provided a competitive advantage in the purchase of shoes and other products (Ferrell & Hartline, 2014). To build relationship capital, an organization must be able to fulfill the needs of their consumers better than their competitors (Ferrell & Hartline, 2014). The organization must be able to fulfill those needs by offering high-quality good and services that are a good value relative to the sacrifices consumers must make to acquire those goods (Ferrell & Hartline, 2017). When it comes to developing and maintaining consumer relationships, quality is a double-edged sword (Ferrell & Hartline, 2014). If the quality of a good or service is poor, the organization obviously has little…show more content…
Quality is relative because quality can only be judged in comparison to competing products or when compared to an internal standard of excellence (Ferrell & Hartline, 2014). The concept of quality applies to different aspects of an organizations product offering (Ferrell & Hartline, 2014). The total product offering of an organization consists of at least three interdependent components, the core product supplemental products, and symbolic and experimental attributes (Ferrell & Hartline, 2014). The core product is the heart of the offering, the organizations justification for existence (Ferrell & Hartline, 2014). Supplemental products are extra features or benefits that enhance the total product experience, however, supplemental products are not necessary for the core product to function correctly (Ferrell & Hartline, 2014). Lastly, organizations use symbolic and experiential attributes such as image, prestige, and brand differentiate their products (Ferrell & Hartline, 2014). These features are created primarily through the product and promotional elements of the marketing program (Ferrell & Hartline, 2014). Organizations that use symbolic and experiential attributes has immense power in differentiating their products because the organizations can project the entire product offering with one word or phrase (Ferrell & Hartline,…show more content…
Every team member at Zappos is required to deliver the wow factor (Ponrefract, 2015). Zappos’ core values differ from those of other organizations in a couple of ways (Ferrell & Hartline, 2014). In addition to being untraditional, the core values create a framework for the organizations actions (Ferrell & Hartline, 2014). As well, this is exemplified in the organizational commitment to their consumers’ and employees’ well-being and satisfaction (Ferrell & Hartline,

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