Empathy reassures the customer that the seller cares about their concerns. A good way to install this is by getting feedback from the customer. A customer who has complained is usually a loyal one who spends a lot of time and money in the company and on its goods. If they buyer sees improvement or feels that his opinion is valued then he is reassured that he is important to the seller. Personalizing service is also a good way to solidify to the customer that they come first to the seller.
Reciprocity is the third dimension and is of great importance in every relationship.
Give and take has to be present in order for a strong buyer-seller relationship to exist. This process of reciprocity binds the buyer and seller close together and builds commitment. Specialized services offered to customers can offset the company s price of its good if it s not the lowest in its industry. Services provided for customers illustrate concern for them and can place a company high above its competitors. In return, customers stay loyal and the relationship gains strength.