关系营销的本质特征是什么?

英语翻译
7.1.2 The Goal of Relationship Marketing(关系营销的目标)
The discussion of the evolution of customer relationships demonstrates how a firm's relationship with its customers might be enhanced as customers move further along this relationship continuum.（顾客关系演变的讨论诠释了企业同顾客的关系是怎样通过顾客在关系连续体中不断前进而加强的.）As the relationship value of a customer increases,the provider is more likely to pursue a closer relationship.Thus,the primary goal of relationship marketing is to build and maintain a base of committed customers who are profitable for the organization.figure 7.1 graphically illustrates the goals of relationship marketing.The overriding goal is to move customers up the ladder(that is,along the relationship continuum)from the point at which they are strangers that need to be attracted through to the point at which they are highly valued,long-term customers whose relationship with the firm has been enhanced.From a customer's problem-solving perspective,the formation of satisfaction,trust,and commitment corresponds to the customer's willingness to engage in an relationship as an acquaintance,friend,and partner,respectively.From a firm's resource-allocation perspective,the delivery of differential,and perhaps customized,value corresponds to the extent of its ability and/or desire to create an acquaintance,friend,or partner relationship with the customer.As customers make the transition from satisfaction based acquaintanceships to trust-based friendships to commitment-based partnerships,increases are required in both the value received and the level of cooperation.