Sustainable Customer Relationship

Abstract

Sustainability is an emerging phenomenon in the modern world, and it has been an indispensable concern in customer relationships due to evolutionary changes in consumer demand. Hence, this study investigates how to maintain a sustainable customer relationship. First, it follows subjectivism and interpretivism research philosophies based on ontology, epistemology, and the constructivist paradigm. After that, it applies an inductive approach, a qualitative research strategy, and a case study research design. Consequently, primary data was collected through surveys of four employees and eight customers of a case company in Bangladesh. In addition, two executives were interviewed using an open-ended questionnaire using Microsoft Forms and Teams. Finally, the study accumulates data from different sources to make a pattern of knowledge using thematic analysis.

The research findings indicate that sustainable customer relationships mean customer satisfaction with business ethics, better experience, product quality, and services that encourage customers to return to their businesses. Challenges include fulfilling customer expectations, supply chain complexities, and business competition, which hinder long-term sustainability. The company applies a customer-centric strategy to overcome these challenges, including customer engagement, personalized customer support, trust, customer advocacy, loyalty programs, and digital shopping experiences. The study suggests that social exchange theory must consider cultural and social norms in the exchange, along with costs and benefits.

The study suggests that companies must focus on customer-centered approaches to customer satisfaction, listening to customers, and solving their problems. Companies must provide more value compared to the cost the consumer pays. The government always maintains consumer rights to assist businesses in maintaining sustainable relationships with customers.