Relationship Quality as the Cornerstone of a Marketing Strategy to Optimize Customer Relations

Topics:
CRM,
Marketing Strategy
Tags:
Katholieke Universiteit Leuven,
Marketing,
Marketing Research,
Marketing Strategy
Source:
Katholieke Universiteit Leuven

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Overview: Customer relationships have been increasingly studied in marketing science literature. Today one experiences an urgent need for measuring the success of relationships with customers. There exists an extensive body of knowledge about customer value, customer equity and retention rates. However, the authors believe that one should also consider the concept of relationship quality, as one of the key and allembracing concepts in relationship marketing.

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Format: PDF | Size: 112KB | Date: Sep 2005 | Pages: 10

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