Verhaltenswissenschaftliche Aspekte der Kundenbindung

Business Relationship Management and Marketing

“…Confirmation of this can be found in studies performed in certain industries, proving that even customers prone to switching are highly to very highly satisfied with the original supplier Weinberg and Terlutter 2005). Satisfaction is the root of a bonding effect to the extent that changes in the competitors' offerings do not affect the decision of the customer as long as the market remains uncertain.…”

“…"Our old customer relationship management was distributed amongst about a dozen parts of old systems we had developed ourselves. So it would be correct to refer to customer bonding management (Weinberg and Terlutter 2005). We saw the opportunity to achieve absolute Hippner et al (2001) transparency with a uniform CRM solution," says Dietmar Gasch, head of Organization and Informations Systems for Bayer MaterialScience.…”