The Close Connection Between Relationship Marketing and Marketing Research: The Globus Experience

  • Benno Brill


According to the German customer satisfaction barometer, GLOBUS is the most customer-oriented hypermarket in the country, a position it has held for the last five years. The author shows that this success is no accident, but the result of an integrated, multifaceted and customer-oriented management and retail strategy. The reader is taken on a guided tour of a GLOBUS store and introduced to the various factors contributing to customer satisfaction and loyalty (ranging from the design of outdoor facilities through to customer integration measures). An overview of the current measures being undertaken to make GLOBUS even more customer oriented is also given. These include an internal customer satisfaction barometer and “Rose Week,” a special in-store customer relations initiative.


Customer Satisfaction Customer Orientation Customer Loyalty Relationship Marketing GLOBUS Experience 
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  1. Jeschke, K., H.S. Schulze & J. Bauersachs (2000): Internal Marketing and its Consequences for Complaint Handling Effectiveness, in this book.Google Scholar
  2. Meyer, A. & F. Dornach (1998): Das Deutsche Kundenbarometer 1998 — Qualität und Zufriedenheit, Branchenbericht Lebensmittelgeschäfte/-markte [German Customer Satisfaction Barometer — Special Report on Food Retailing], Munich: Service-Barometer.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2000

Authors and Affiliations

  • Benno Brill
    • 1
  1. 1.GlobusSt. WendelGermany

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