Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction & Customer Retention Book

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 - Ìm 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.- Customer Satisfaction and Customer Retention in Chain Store Trading Companies; Service Personnel as Important Customer Contact Interfaces; Personnel Flexibility and Competence in Handling Customers Through Empowerment; Dedicated Implementation of Customer-Oriented Personnel Management: The Example of DM-DROGERIEMARKT; Conclusions; Information and Communication Technologies: The Heart of Relationship Marketing?: B. Stauss: Using New Media for Customer Interaction: A Challenge for Relationship Marketing.- Introduction; Structuring New Media; Management-Controlled Electronic Communication; Customer-Controlled Electronic Communication: Internet Customer Communication; Summary; H. Ahlert: Enterprise Customer Management: Integrating Corporate and Customer Information.- Introduction; Assessment of the Situation; Opportunities that Can Be Supported by Technology; Identifying the Gaps; Moving Towards the Implementation of ECM; International Dimensions of Relationship Marketing: A. Palmer: Cultural Influences on Relationship Marketing.- Introduction; Can There be a General Theory of Relationship Marketing?; Relationship Marketing and Economic Development; Exchange Mechanisms; Adapting Ways of Doing Business in Foreign Markets; Conclusions; G. Botschen: Internationalization of Encounter-Based Relationship Strategies.- Introduction; Encounters - The Ultimate Foundations of Relationship Marketing; The Type of Encounter and its Influence on the Development of Relationship with Customers; The Internationalization of Encounter-Based Relationship Strategies; Summary; Relationship Marketing from a Services Marketing Perspective: A. Payne, P. Frow: Services Relationship Marketing: A Sector Case Study.- Introduction; Changes in the Utilities Sector; The Utilities Market; Relationship Marketing and the Utilities Sector; The Role of Customer Retention in Relationship Marketing; Customer Retention Economics for Utilities: A Case Study; Discussion; R. Rapp: Customer Relationship Marketing in the Airline Industry.- Customer Orientation in the Airline Industry; The Role of Relationship Marketing; Relationship Marketing in the Airline Industry; B. Brill: The Close Connection Between Relationship Marketing and Marketing Research: The GLOBUS Experience.- Introduction; An Overview of GLOBUS; Company Structure Helps Drive Customer Orientation; Customer Loyalty through Dynamic Customer Orientation; Toward Total Customer Orientation: the "Customer Satisfaction" Project Group; The Pitfalls and Limitations in Relationship Marketing: Some Critical Issues: G. Rosenberger: Relationship Marketing from a Consumer Policy Perspective.- Introduction: Marketing from a Consumer's Perspective; The Voice of Consumer Policy; What is a Customer?; Limitations of Relationship Marketing; What Consumers Want; What Business Can Do; T. Hennig-Thurau, K. Gwinner; D. Gremler: Introduction; A General Model of Relationships between Companies and Customers; Customer's Benefits and Barriers for Relationships: Literature Review and Integration; Customer's Relationship Benefits: A Segmentation Approach; Implications for Managing Relationships with Customers; S. Brown: The Three Rs of Relationship Marketing: Retroactive, Retrospective, Retrogressive.- You Never Loved Me!; Where Did We Go Wrong; Breaking Up is Hard to Do; Whòll Take Care of the Children?; Can We Still be Friends?; Try, Try Again!; Tragedy or Farce?; U. Hansen: Lost in Relationship-Marketing Space: The Limitations of Relationship Marketing from the Perspective of the Consumer.- The Development and Importance of Relationship Marketing; The Costs and Benefits of Relationship Marketing for the Consumer; Selected Elements of a Relationship Typology; The Problems and Limitations of Relationship Marketing from the Perspective of the Customer; Conclusions.