The focus of marketing is shifting away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economic value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book provides a comprehensive overview of both fundamentals and important recent developments in this fast-growing field. It also presents examples of successful relationship marketing in practice."This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require.
Preface Part A : Basic Issues in Relationship Marketing Chapter 1 : Relationship Marketing - Some Reflections on the State-of-the-Art of the Relational Concept Chapter 2 : Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers Chapter 3 : Relationship Marketing at VOLKSWAGEN Chapter 4 : Relationship Marketing at LOEWE OPTA
Part B : Strategic Options in Relationship Marketing Chapter 5 : Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs Chapter 6 : Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customer Chapter 7 : Relationship Marketing Success Through Investments in Services Chapter 8 : Relationship Marketing Success Through Investments in Customers Chapter 9 : Relationship Marketing Success Through Investments in Products - The Case of BSH
Part C : Personnel as a Key to Relationship Marketing Success Chapter 10 : The Importance of Internal Relationship Marketing for External Relationship Success Chapter 11 : Internal Marketing and its Consequences for Complaint Handling Effectiveness Chapter 12 : Gaining Customer Satisfaction Through the Empowerment of Service Personnel in Retailing Organizations
Part D : Information and Communication Technologies: The Heart of Relationship Marketing? Chapter 13 : Using New Media for Customer Interaction: A Challenge for Relationship Marketing Chapter 14 : Enterprise Customer Management: Integrating Corporate and Customer Information
Part E : International Dimensions of Relationship Marketing Chapter 15 : Cultural Influences on Relationship Marketing Chapter 16 : Internationalization of Encounter-Based Relationship Strategies
Part F : Relationship Marketing from a Services Marketing Perspective Chapter 17 : Services Relationship Marketing: A Sector Case Study Chapter 18 : Customer Relationship Marketing in the Airline Industry Chapter 19 : The Close Connection Between Relationship Marketing and Marketing Research: The GLOBUS Experience
Part G : The Pitfalls and Limitations in Relationship Marketing: Some Critical Issues Chapter 20 : Relationship Marketing from a Consumer Policy Perspective Chapter 21 : Why Customers Build Relationships With Companies-and Why not Chapter 22 : The Three Rs of Relationship Marketing: Retroactive, Retrospective, Retrogressive Chapter 23 : Lost in Relationship-Marketing Space: The Limitations of Relationship Marketing from the Perspective of the Consumer
Subject Index
Brand/Company Index
About the Contributors
