Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer RetentionThorsten Hennig-Thurau, Ursula Hansen Springer Science & Business Media, 2013年6月29日 - 462 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
2 | |
3 | |
Some Emerging Perspectives | 12 |
Concluding Remarks | 18 |
Fata Morgana or Realistic Goal? Managing | 28 |
Empirical Impressions | 36 |
Relationship Marketing at VOLKSWAGEN | 49 |
Conclusion | 58 |
Identifying the Gaps | 262 |
Part E International Dimensions of Relationship | 269 |
Conclusions | 276 |
The Type of Encounter and its Influence on the Development | 282 |
Summary | 293 |
Part F Relationship Marketing from a Services | 296 |
Relationship Marketing and the Utilities Sector | 304 |
Discussion | 313 |
Summary and Outlook | 67 |
Examining the Payback | 89 |
Results | 96 |
Relationship Marketing Success Through Investments | 104 |
ValueAdded Services and their Contribution to Customer | 112 |
Is Service the Most Important Factor? | 122 |
Increasing | 129 |
Relationship Marketing Success Through Investments | 147 |
Conclusion | 155 |
Customer Relationships | 164 |
Discussion | 184 |
Internal Marketing and its Consequences for Complaint | 193 |
Gaining Customer Satisfaction Through the Empowerment | 217 |
Dedicated Implementation of CustomerOriented Personnel | 223 |
Information and Communication | 231 |
ManagementControlled Electronic Communication | 241 |
Summary | 251 |
Integrating Corporate | 255 |
The Role of Relationship Marketing | 319 |
The Close Connection Between Relationship Marketing | 333 |
the Customer | 342 |
Part G The Pitfalls and Limitations in Relationship | 350 |
Limitations of Relationship Marketing | 360 |
Why Customers Build Relationships with Companies | 368 |
A Segmentation | 380 |
Implications for Managing Relationships with Customers | 386 |
Retroactive | 393 |
Wholl Take Care of the Children? | 401 |
Try Try Again | 407 |
The Limitations | 414 |
Selected Elements of a Relationship Typology | 421 |
Conclusions | 430 |
437 | |
447 | |
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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 costs customer bonding 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 Hennig-Thurau hypermarket implementation important increase individual industry integration interaction internal marketing Jeschke Journal of Marketing Liljander LOEWE long-term loyal customers Marketing Paradigm Marketing Research Marketing Science Mass Customization offer organization paradigm 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