Relationship marketing is built on the reciprocity principle: companies offer special treatment and rewards to their customers in order to encourage a better relationship. This study examines the impact of these efforts (staff attention and privileged offers) as symbols of the customer's position within the hierarchy established by the company. After defining and measuring the Customer Status Concept within the context of the cell phone industry, the results are used to demonstrate, with a population of gym club users, the influence of perceived status on the quality of customer relationships.
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