Abstract
Building enduring relationships with customers has become a prime strategic objective of retail marketing. The goal of this chapter is to explain the paradigm of relationship marketing and introduce the underlying principles of customer value, the relationship lifecycle and the constructs of customer loyalty and customer satisfaction. In retailing, loyalty programmes are manifestations of customer relationship management.
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Notes
- 1.
As well as the explicitly cited sources, sources used for this case study include the websites http://www.ikea.com, investor relation presentations and various annual and interim reports.
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Zentes, J., Morschett, D., Schramm-Klein, H. (2017). Customer Relationship Management. In: Strategic Retail Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10183-1_16
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