Relationship Marketing Success Through Investments in Services

  • Anton Meyer
  • Christian Blümelhuber


Complementary services are an interesting customer retention tool. They have the potential to prolong and intensify the company-customer relationship, create customer satisfaction and build barriers to changes of loyalty. However, not all services are suited to achieving these goals. Appropriate services must have a thematic connection to the main product (affinity) and properly account for customers’ expectations. Such services must also have a high value (so-called value-added services) and confer a competitive advantage. Secondary services, service-related material products, and guarantees are examples of value-added service categories, and each is discussed in detail in this chapter. If these complementary, add-on services are successful, then they often become primary services, i.e. stand-alone services which can be marketed independently.


Customer Satisfaction Customer Orientation Customer Loyalty Service Package Core Service 
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Copyright information

© Springer-Verlag Berlin Heidelberg 2000

Authors and Affiliations

  • Anton Meyer
    • 1
  • Christian Blümelhuber
    • 1
  1. 1.Ludwig-Maximilians-University of MunichGermany

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