Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention

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Springer Science & Business Media, 2000年1月24日 - 459 頁
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The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Marketing Science, Journal of Strategic Marketing, Psychology & Marketing), and conferences and conference sessions regularly discuss the advantages of the approach. But relationship marketing is not limited to theory. On the contrary, no service firm or business-to-business company can now do without some form of long-term orientation, and all have implemented at least some elements of the relationship market ing concept. Even in the consumer goods sector, there are a growing number of cases where the traditional orientation towards brand equity is being complemented by a relational focus. As Berry has mentioned, relationship marketing is a "new old" concept. Several important aspects of relationship marketing were already being discussed in the marketing literature. This applies both to central constructs (such as customer satisfaction) and to single elements (such as the management of complaints and after-sales services). Although they do not involve explicit mention of the term relationship VI Preface marketing, a long-term orientation can be found in the network approach of industrial marketing (closely related to the work of the IMP Group), in the work of Gronroos, Gummesson and their colleagues at the Nordic School of Services Marketing and, last but not least, in the concept of customer-focused marketing.
 

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內容

Basic Issues in Relationship Marketing
1
Relationship Marketing Some Reflections on the StateoftheArt of the Relational Concept
3
Important Findings
4
Some Emerging Perspectives
12
4 Concluding Remarks
18
Customer Loyalty Fata Morgana or Realistic Goal? Managing Relationships with Customers
29
2 Conceptualization of Customer Bonding and Loyalty
30
3 The Economic Effects of Customer Loyalty
31
Using New Media for Customer Interaction A Challenge for Relationship Marketing
233
2 Structuring New Media
234
3 ManagementControlled Electronic Communication
236
Internet Customer Communication
241
5 Summary
251
Enterprise Customer Management Integrating Corporate and Customer Information
255
2 Assessment of the Situation
256
3 Opportunities that Can Be Supported by Technology
258

4 The Quality of Loyalty
33
Empirical Impressions
36
6 Motivators and Demotivators of Loyalty
39
7 Principles of Relationship Marketing
43
Relationship Marketing at VOLKSWAGEN
49
From Product Orientation to CustomerDriven Change
50
3 Quality not Quantity What Kind of Information is Needed for Relationship Marketing?
51
4 Giving Customers Reasons to Stay Loyal
53
6 Effective Database Management Must be Part of Relationship Marketing
55
7 Conclusion
58
Relationship Marketing at LOEWE OPTA
59
2 Relationship Marketing The Loewe Perspective
60
3 Summary and Outlook
67
Strategic Options in Relationship Marketing
69
Patronage and Loyalty Strategies Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs
71
1 Introduction
72
2 Retention Programs and Sustainable Competitive Advantage
74
The Implications for Customer Loyalty
76
Building Trust and Loyalty through the Economic Resource and Social Content of Marketing Relationships
78
5 The Outcomes of Customer Retention Programs
81
6 Conclusions
83
Closeness in Customer Relationships Examining the Payback from Getting Closer to the Customer
89
2 Customer Relationships
91
3 Research Propositions
94
5 Results
96
6 Conclusions and Implications
100
Relationship Marketing Success Through Investments in Services
107
The Term and its Use
109
3 ValueAdded Services and their Contribution to Customer Loyalty
112
Which and How
115
Is Service the Most Important Factor?
122
Relationship Marketing Success Through Investments in Customers
127
Increasing Customer Skills
129
3 The Influence of Increased Customer Skills on Relationship Quality in Markets for Consumer Goods
131
4 Empirical Results
136
5 Discussion of Results and Some Steps Toward the Development of a Broader Perspective
138
6 Summary and Outlook
140
Relationship Marketing Success Through Investments in Products The Case of BSH
147
Using Handicapped Individuals as a Reference Point
149
4 Establishing BSH Benchmarks
151
5 Implementation in Product Design
154
6 Conclusion
156
Personnel as a Key to Relationship Marketing Success
159
The Importance of Internal Relationship Marketing for External Relationship Success
161
2 Customer Relationships
164
3 Employee Relationships
169
4 Discussion
184
Internal Marketing and its Consequences for Complaint Handling Effectiveness
193
The Expression of a Customer and Employee Oriented Marketing Concept
195
3 Internal Marketing Approaches for Promoting Effective Complaint Management
206
4 Conclusion
212
Gaining Customer Satisfaction Through the Empowerment of Service Personnel in Retailing Organizations
217
2 Service Personnel as Important Customer Contact Interfaces
220
3 Personnel Flexibility and Competence in Handling Customers Through Empowerment
222
The Example of DM DROGERIEMARKT
223
5 Conclusions
228
Information and Communication Technologies The Heart of Relationship Marketing?
231
4 Identifying the Gaps
262
5 Moving Towards the Implementation of ECM
264
International Dimensions of Relationship Marketing
269
Cultural Influences on Relationship Marketing
271
2 Can There be a General Theory of Relationship Marketing?
272
4 Exchange Mechanisms
274
5 Adapting Ways of Doing Business in Foreign Markets
275
6 Conclusions
276
Internationalization of EncounterBased Relationship Strategies
279
2 Encounters The Ultimate Foundations of Relationship Marketing
281
3 The Type of Encounter and its Influence on the Development of Relationships with Customers
282
4 The Internationalization of EncounterBased Relationship Strategies
287
5 Summary
293
Relationship Marketing from a Services Marketing Perspective
297
Services Relationship Marketing A Sector Case Study
299
2 Changes in the Utilities Sector
300
3 The Utilities Market
301
4 Relationship Marketing and the Utilities Sector
304
5 The Role of Customer Retention in Relationship Marketing
307
A Case Study
308
7 Discussion
313
Customer Relationship Marketing in the Airline Industry
317
2 The Role of Relationship Marketing
319
3 Relationship Marketing in the Airline Industry
321
The Close Connection Between Relationship Marketing and Marketing Research The Globus Experience
333
2 An Overview of Globus
334
4 Customer Loyalty through Dynamic Customer Orientation
335
The Customer Satisfaction Project Group
342
The Pitfalls and Limitations in Relationship Marketing Some Critical Issues
351
Relationship Marketing from a Consumer Policy Perspective
353
2 The Voice of Consumer Policy
356
3 What is a Customer?
357
4 Limitations of Relationship Marketing
360
5 What Consumers Want
363
6 What Business Can Do
365
Why Customers Build Relationships with Companies and Why Not
369
2 A General Model of Relationships between Companies and Customers
370
Literature Review and Integration
373
A Segmentation Approach
380
5 Implications for Managing Relationships with Customers
386
The Three Rs of Relationship Marketing Retroactive Retrospective Retrogressive
393
2 Where Did We Go Wrong?
395
3 Breaking Up is Hard to Do
396
4 Wholl Take Care of the Children?
401
5 Can We Still be Friends?
404
6 Try Try Again
407
7 Tragedy or Farce?
409
Lost in RelationshipMarketing Space The Limitations of Relationship Marketing from the Perspective of the Consumer
415
2 The Costs and Benefits of Relationship Marketing for the Consumer
419
3 Selected Elements of a Relationship Typology
421
4 The Problems and Limitations of Relationship Marketing from the Perspective of the Customer
423
5 Conclusions
430
Subject Index
437
BrandCompany Index
447
About the Contributors
451
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