“Transactional customers:
- Consider only the current transaction when making a decision
- Are generally willing to switch suppliers, stores, etc., for reasons of price alone
- Prefer to be their own expert
Relational customers:
- Consider any transaction to be one in a series of interactions with a given business/expert
- Generally will not comparison shop once they’ve found their expert
- Are searching for an expert they can trust”
Restaurateurs need to be resources for their guests, not just providers of a service. Restaurants need to add value to their guest’s life and in so doing develop Relational Customers!
