Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer RetentionSpringer Science & Business Media, 2000年1月24日 - 459 頁 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. |
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 |
437 | |
447 | |
About the Contributors | 451 |
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常見字詞
activities Ahlert airline approach behavior Berry Bitner brand brand loyalty business relationships chapter commitment communication complaint management process concept consumer core product costs customer complaints customer information customer lifetime value customer loyalty customer orientation customer relationships customer retention programs customer satisfaction customer service customer skills customer-oriented customer's database Diller economic employees encounter example factors Figure firm GLOBUS Gremler Grönroos Gummesson Gwinner Hansen Harvard Business Review Helsingin Sanomat Hennig-Thurau hypermarket implementation important individual industry integration interaction internal marketing involved Jeschke Journal of Marketing Liljander LOEWE long-term marketing paradigm marketing theory offer organization personnel perspective positive potential PROCTER & GAMBLE product or service profitability purchase Reichheld relational benefits relationship marketing relationship quality relationships with customers relevant retail sector service provider Services Marketing Sheth social specific Stauss success supplier transaction trust UNITED AIRLINES University of Hanover value-added services VOLKSWAGEN