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| Author: | Payne, A. |
| Title: | Relationship marketing - making the customer count |
| Journal: | Managing Service Quality
1994 : VOL. 4:6, p. 29-31 |
| Index terms: | CUSTOMERS QUALITY SERVICE INDUSTRIES |
| Language: | eng |
| Abstract: | The key to success in service business now lies with concentrating on, and retaining, existing customers. Marketing therefore must be seen as a total approach with the customer firmly at the centre. The present article describes the relationship marketing ladder as the progression from conversion of a prospect into a customer, then into a client, from a client to supporter, to advocate, and, finally, to partner. The paper outlines the economic benefits of retaining customers. |
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