udethattheperformi
gartsaudie
cehasdiffere
tbehaviouralprofilesdepe
di
go
therelatio
shipsdevelopedwiththeorga
izatio
orspecifically“i
aco
sumere
viro
me
ti
whichcustomersreceivehighlysimilarservicestherearesystematicdiffere
cesi
therelatio
alismofdiffere
tcustomergroups”Re
tschleretal2001alsoco
sidereda
empiricalapproachtorelatio
shipswiththeaudie
ceofperformi
gartsorga
izatio
si
Australia“whatartsorga
izatio
s
eedtoco
sideriswhethertheexpe
seofhavi
ghighsi
gleticketsalesissustai
ablea
dif
otwhattodoaboutit”
3THEPRODUCTANDRELATIONSHIPSWITHCUSTOMER’SSUGGESTIONSONAMODELFORTHERELATIONSHIPMANAGEMENTOFCULTURALSERVICES
Relatio
shipswiththeaudie
cearethece
tralcompo
e
ti
theco
figuratio
oftherelatio
shipmarketi
gma
ageme
tmodelforculturalorga
izatio
sThisce
tralplaceissharedwiththeculturalproductwhosege
eralmarketi
gmodelprese
tsspecialcharacteristicsthatdiffere
tiateitfromtheclassicstructureofmarketi
gas
1Marketi
gprocessstartsi
theproducerorga
izatio
a
dfromthisorigi
theculturalproductadecisio
hastobemadeco
cer
i
gthepartofthemarketthatmaybei
terestedi
co
sumi
git
2O
cepote
tialco
sumershavebee
ide
tifiedthecompa
ywilldecideo
theremai
i
grelatio
shippoliciesi
strume
tala
dgroupwhichwewillcoverbelow
Thereforewearefacedwithaki
dofmarketwhosemarketi
gprocessshowsa
f“producttoclie
t”typestructureTheatypicalstructuretra
sformstherelatio
shippolicy
withtheculturalcustomerasitco
sidersthatthecoreoftheproductisu
alterableColbert
2001
Thisstructurei
volvesthedevelopme
tofawidevarietyofrelatio
shipswhichhaveto
bei
cludedi
thevaluecreatio
processformi
gthemarketi
gofaculturalproductThe
culturalofferi
gofacou
tryaregio
oradistrictisasourceofbe
efitsforalarge
umber
ofsocialsectorsItis
otfor
othi
gthattherecog
itio
ofthe“
eedforculture”is
wellk
ow
i
virtuallyalldevelopedcou
triesCou
ciloftheEuropea
U
io
2004a
d
publicorga
izatio
saswellasprivatee
titiesarei
volvedi
satisfyi
gthisdema
dBased
o
thissituatio
itislogicaltoassumethateacha
deveryo
eofthesecollectiveshastobe
i
cludedi
theorga
izatio
’spla
i
ga
da“wi
wi
relatio
ship”
eedstobe
impleme
tedi
co
ectio
withthem
Performi
gartsorga
izatio
swillhavetoma
ageamultitudeofrelatio
shipsto
achievetheirobjectivesTheserelatio
shipswereformerlyclassifiedi
totwolarge
categoriesQuero2003
aI
strume
talrelatio
shipsthisfirstcategorygroupsthemarketi
gmixi
strume
ts
a
di
corporatesarelatio
shipfocusieproductpricedistributio
a
dcommu
icatio

relatio
ships
Thediffere
tiatio
factorcharacterizi
gthedesig
ofthesepor