search query: @indexterm Customer relations / total: 402
reference: 217 / 402
| Author: | Schäfer, H. |
| Title: | Vertrauen und Loyalität im Marketing von Finanzdienst- leistungen mit Kontraktguteigenschaften |
| Journal: | Zeitschrift für Betriebswirtschaft
1999 : ERGÄNZUNGSHEFT 1, p. 1-24 |
| Index terms: | BANKING CUSTOMER RELATIONS LOYALTY GERMANY |
| Language: | ger |
| Abstract: | Empirical evidence in Germany shows that in the long run the loyalty of customers to a single bank erodes. Therefore Ger- man banks, besides going to great selling efforts in the field of direct marketing, try to orientate their marketing policies towards creating and maintaining long-term rela- tionships. The endeavours which are focussed on strengthe- ning customer loyalty basically use the marketing tools of preference formation. However, in the case of financial ser- vices with the properties of credence and experience goods these tools are not able to work efficiently, as the funda- mental importance of trust is not taken into account. There- fore this article develops the characteristics of financial services by using the paradigm of information economics and subsequently demonstrates the importance of trust in crea- ting and maintaining long term bank-customer relations. |
SCIMA