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To build long-term and stable relationships, the company must attract the attention and awareness of customers about the company. This will help to establish trust, by understanding customers, the company's needs can provide additional value and reward them for loyalty. Customers will become loyal and relationships will be formed. To ensure it will survive for a long time, the seller and the buyer must present a commitment to be nurtured by mutual trust and open communication (Spekman, 1988).
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