Final answer:
In relationship marketing, customers gain confidence, special treatment, and social benefits, all of which are considered when analyzing the costs and benefits of maintaining a relationship.
Step-by-step explanation:
As a result of relationship marketing, customers experience specific relational benefits. These benefits include confidence benefits, special treatment benefits, and social benefits. Confidence benefits arise when customers feel secure in their knowledge about the product or service and trust the brand. Special treatment benefits refer to customers receiving preferential treatment, such as personalized services, discounts, or access to exclusive offers. Social benefits involve the development of personal relationships between customers and service providers, which may result in a sense of belonging and a supportive network. In the context of social exchange theory, people often evaluate these benefits against the potential costs when deciding to enter or continue a relationship, seeking to maximize benefits and minimize costs.