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| Author: | Burger, P. C. Cann, C. W. |
| Title: | Post-purchase strategy: a key to successful industrial marketing and customer satisfaction (Kaufentscheidung, Konsumforschung, Verkaufsstrategie) |
| Journal: | Industrial Marketing Management
1995 : MAR, VOL. 24:2, p. 91-98 |
| Index terms: | |
| Freeterms: | KUNDENDIENST, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | Customer satisfaction can be improved by adopting strategies for assisting the customer after the sale. From a description of both the behaviour of customers before and after the sale, it is argued that opportunities exist for improving customer value. In addition to key articles, the recent experiences of actual buyers have been explored to help develop strategy based on understanding of the buying process and its implications for customer satisfaction. |
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