The Consumer decision-making process

In understanding customers a behavioural approach views the consumer decision-making process as a problem-solving or need-satisfaction process.

According to Blackwell et. al., (2003) consumers may eventually pass or in some cases by-pass through series of steps in deciding which product/service solution may adequately satisfy their needs. In this respect, a consumer goes fast through the decision-making process steps namely: Need identification / Problem awareness, Information gathering and Evaluation of alternative proposed solutions.

These are exactly the stages, that Marketing management identifies and establishes, maintains and enhances and when necessary terminates relationships with customers and other stakeholders, at a profit, so that the objectives of all parties are met, and that this is done by a mutual exchange and fulfilment of promises” Grönroos, (1994).

In fully claryfing the RM paradigm two major academics Tzokas and Saren, (1996) have contributed with a sound Relationship Marketing definition. In their view, "RM is the process of planning, developing and nurturing a Relationship climate that will promote a dialogue between a firm and its customers which aims to imbue an understanding, confidence and respect of each others’ capabilities and concerns when enacting their role in the market place and in society".

Clearly, a relational-oriented firm focusing systematically on the initiation of such a dynamic and reflective relationship climate makes the customer decision-making process regarding the selection of the appropriate product/service solution a product of effective concensus between sales consultants and buyers.