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Customer Relationship Management

  • Joachim Zentes
  • Dirk Morschett
  • Hanna Schramm-Klein

Abstract

Building enduring relationships with customers has become a prime strategic objective of retail marketing. The purpose of this Chapter is to explain the new paradigm of relationship marketing and to introduce the underlying principles of customer value, the relationship life cycle and the constructs of customer loyalty and customer satisfaction. In retailing, loyalty programmes are manifestations of customer relationship management.

Keywords

Customer Satisfaction Customer Relationship Management Customer Loyalty Loyalty Scheme Loyalty Programme 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Joachim Zentes
    • 1
  • Dirk Morschett
    • 2
  • Hanna Schramm-Klein
    • 3
  1. 1.Saarland UniversitySaarbrückenGermany
  2. 2.University of FribourgFribourgSwitzerland
  3. 3.University of SiegenSiegenGermany

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