Titlebook: Relationship Marketing; Gaining Competitive Thorsten Hennig-Thurau,Ursula Hansen Book 2000 Springer-Verlag Berlin Heidelberg 2000 Beziehun

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Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer et immediate benefits and are rather short-term in nature. This contrasts with the long-term character of the relationship marketing concept. In this chapter, the authors examine the effectiveness of “customer retention programs” by drawing on the literature dealing with relationship marketing, cons

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Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customers relating to situations where the customer would acknowledge that a relationship is in place with a service provider, suggesting that a genuine relationship does not exist unless the customer feels there is one. It questions whether various approaches to building repeat business are really creating