Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention

ISBN-13: 9783540669425 / Angielski / Twarda / 2000 / 462 str.

Thorsten Hennig-Thurau; Ursula Hansen; T. Hennig-Thurau

Opis

The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Marketing Science, Journal of Strategic Marketing, Psychology & Marketing), and conferences and conference sessions regularly discuss the advantages of the approach. But relationship marketing is not limited to theory. On the contrary, no service firm or business-to-business company can now do without some form of long-term orientation, and all have implemented at least some elements of the relationship market ing concept. Even in the consumer goods sector, there are a growing number of cases where the traditional orientation towards brand equity is being complemented by a relational focus. As Berry has mentioned, relationship marketing is a "new old" concept. Several important aspects of relationship marketing were already being discussed in the marketing literature. This applies both to central constructs (such as customer satisfaction) and to single elements (such as the management of complaints and after-sales services). Although they do not involve explicit mention of the term relationship VI Preface marketing, a long-term orientation can be found in the network approach of industrial marketing (closely related to the work of the IMP Group), in the work of Gronroos, Gummesson and their colleagues at the Nordic School of Services Marketing and, last but not least, in the concept of customer-focused marketing."

Spis treści

Basic Issues in Relationship Marketing: T. Hennig-Thurau, U. Hansen: Relationship Marketing - Some Reflections on the State-of-the-Art of the Relational Concept.- Introduction; Where We are Today: Important Findings; Looking Ahead: Some Emerging Perspectives; Concluding Remarks; H. Diller: Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers.- Loyalty and Relationship Marketing; Conceptionalization of Customer Bonding and Loyalty; The Economic Effects of Customer Loyalty; The Quality of Loyalty; The Degree of Loyalty: Empirical Impressions; Motivators and Demotivators of Loyalty; Principles of Relationship Marketing; K. Chojnacki: Relationship Marketing at VOLKSWAGEN.- Introduction; Identifying the Need for Relationship Marketing: From Product Orientation to Customer-Driven Change; Quality not Quantity - What Kind of Information is Needed for Relationship Marketing?; Giving Customers Reasons to Stay Loyal; The VOLKSWAGEN Club and Card Concept: Managing Relationships on a One-to-One Basis; Effective Database Management Must be Part of Relationship Marketing; Conclusion; O. Hupp: Relationship Marketing at LOEWE OPTA.- A Brief Introduction to LOEWE OPTA; Relationship Marketing - The LOEWE Perspective; Summary and Outlook; Strategic Options in Relationship Marketing: R. Morgan, T. Crutchfield; R. Lacey: Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs.- Introduction; Retention Programs and Sustainable Competitive Advantage; Behaviors vs. Attitudes: The Implications for Customer Loyalty; The Relationship-Based Customer Retention Program: Building Trust and Loyalty Through the Economic; Resource, and Social Content of Marketing Relationships; J. Barnes: Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customer.- Introduction; Customer Relationships; Research Propositions; Methodology and Operationalization; Results; Conclusions and Implications; A. Meyer, C. Blümelhuber: Relationship Marketing Success Through Investments in Services.- About a Little Bicycle Shop and a Great Model: 'Let WALMART Come - I`m Ready'; Customer Loyalty: The Term and its Use; Value-Added Services and their Contribution to Customer Loyalty; Selected Strategic Questions: 'Which' and 'How'; Conclusion: Is Service the Most Important Factor?; T. Hennig-Thurau: Relationship Marketing Success Through Investments in Customers.- Introduction; The Concept of Investments in Customers: Increasing Customer Skills; The Influence of Increased Customer Skills on Relationship Quality in Markets for Consumer Goods; Empirical Results; Discussion of Results and Some Steps Toward the Development of a Broader Perspective; Summary and Outlook; M. Lohrum: Relationship Marketing Success Through Investments in Products - The Case of BSH.- Product Design in the Era of Relationship Marketing: Where We Stand Today; User-Friendly and Barrier-Free Products for All: Using 'Handicapped' Individuals as a Reference Point; BSH Opinions and Objectives; Establishing BSH Benchmarks; Implementation in Product Design; Conclusion; Personnel as a Key to Relationship Marketing Success: V. Liljander: The Importance of Internal Relationships Marketing for External Relationship Success.- Background; Customer Relationships; Employee Relationships; Discussion; K. Jeschke, H. Schulze, J. Bauersachs: Internal Marketing and its Consequences for Complaint Handling Effectiveness.- Conceptional Framework; Complaint Management and Internal Marketing: The Expression of a Customer and Employee-Oriented Marketing Concept; Internal Marketing Approaches for Promoting Effective Complaint Management; Conclusion; S. Dahle: Increasing Customer Satisfaction through the Empowerment of Service Personnel in Retailing Organizations.-

O autorze

Ursula Hansen leitet den Lehrstuhl Marketing I: Markt und Konsum an der Universität Hannover.