The successful business development depends consistently on the business to customer relationships. If the company manages to develop positive business to customer relationships, customers are likely to stay loyal to the company and its brand. On the other hand, if the company fails to develop positive business to customer relationships, the risk of the failure increases substantially. In this regard, it is possible to refer to the case of the flowershop, which attempts to attract customers offering them courses, during which they can learn more information on flowers and other products and services offered by the flowershop. In such a way, the flowershop intends attract customers and to develop positive business to customer relationships that can help the company to increase the customer loyalty and to increase sale rates of the company. However, the provision of courses for customers by the flowershop raises a number of questions concerning benefits and positive effects of such decision.
Should a flowershop provide courses? Would the provision of courses attract customers to the flowershop? Would benefits of courses provided by the flowershop outweigh their costs?
The theory of planned behaviour stands on the ground that the primary drivers of the business growth are the marketing analysis and understanding of customers’ needs and prediction of their behaviour. Therefore customers’ behaviour within the target market does matter for the flowershop, while the behaviour of customer in other markets is irrelevant to the business development and business to customer relationships.
In such a context, the flowershop training courses can be helpful because they are likely to create the positive attitude of customers to the flowershop and attract them because they learn more about flowers and, thus, grow interested in purchasing flowers and accessories.
In this regard, the theory of reasoned action is relevant to the theory of planned behaviour, but the theory of reasoned action focuses not on the behaviour proper but on the behaviour intentions. However, such difference between the two theories is substantial and makes the theory of reasoned action inapplicable to the business to customer relationships. At any rate, this theory is less effective compared to the theory of planned behaviour because latter focuses on the behaviour of customers but not on the intention of the behaviour. The intention of behaviour can be carried or not, while the behaviour is what defines the customer choices and decisions. Therefore, the company like a flowershop should apply the theory of planned behaviour, while the theory of reasoned action cannot provide the company with the full scope of the customer behaviour. Instead, the company will just try to guess what intentions of the customers are, instead of focusing on the behaviour of customers proper.