Implementing Relationship Marketing

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractRelationship marketing is a powerful new business approach, but an implementation framework is required. This article discusses how six corporations collaborated in an exercise to develop step-by-step guidelines. The framework is illustrated in fields ranging from high tech to consumer products.

Switching barriers used to retain retail banking customers

“…Similarly, by branding the image of their services and delivering feelings of attachment based on trust and loyalty over time, the banking sector should ensure a more enduring segment of brand-loyal customers (Hawke and Heffernan, 2006;Oly et al, 2007). Chilean banks should also focus more on components of their CRM strategy, by focusing on the different ''moments of truth'' or episodes of interpersonal interaction between customers and bankers as recommended by Menon and O'Connor (2007) and Dunn and Thomas (1995). Chilean banks should also segment their customers based on their level of profitability and should adapt the service offering to cater for each target market.…”

The influence of mass communication and time on satisfaction and loyalty

“…Firms are focusing on the individual customer, or one-to-one marketing, that attempts to reinforce customer loyalty and to influence future behavior (Loro, 1996;MacStravic, 1987). Maintaining customer loyalty has moved to the forefront of services marketing activity in an effort to develop long-term, mutually beneficial links with customers (Berry, 1995;Dunn and Thomas, 1995;Holmlund and Kock, 1996). At the same time, customer loyalty is becoming more difficult to maintain, as buyers are increasingly able to access information and compare product and service offerings (Oliver, 1999).…”

The impact of gender differences on change in satisfaction over time

“…The basic premise underlying the value of consumer loyalty is that it is generally less expensive to maintain existing customers than to attract a new customer (Reichheld and Sasser, 1990). This new focus, which is also referred to as relationship marketing, has moved to the forefront of services marketing and represents an organization's effort to develop long-term, mutually beneficial links with customers (Berry, 1995;Dunn and Thomas, 1995;Holmlund and Kock, 1996).…”