Customer Relationship Management


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 lifecycle and the constructs of customer loyalty and customer satisfaction. In retailing, loyalty programmes are manifestations of customer relationship management.


Customer Satisfaction Fair Trade Customer Relationship Management Customer Loyalty Relationship Marketing 
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Further Reading

  1. REICHHELD, F.; SASSER, W. (1990): Zero Defections: Quality Comes to Services, in: Harvard Business Review, Vol. 68, No. 5, pp. 105–113.Google Scholar
  2. GRÖNROOS, C. (1994): From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, in: Management Decision, Vol. 32, No. 2, pp. 4–20.CrossRefGoogle Scholar

Copyright information

© Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden 2007

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