Customer relationship retention game based on relationship reputation

Customer relationship retention is based on win-win benefits and trust. This paper attempts to use game theory to analysis benefit characters strategy selection problem under co-competition environment. Based on previous research, this paper proposes reputation benefit which can reflect the history knowledge and expected trust, then analysis that reputation has interference effect for relationship development. In addition, this paper also discusses that self-managed reinforce mechanism from reputation and punitive mechanism from external system have complementary roles of customer relationship retention.