search query: @indexterm Customer relations / total: 402
reference: 179 / 402
| Author: | Hennig-Thurau, T. |
| Title: | Relationship quality and customer retention through strategic communication of customer skills |
| Journal: | Journal of Marketing Management
2000 : JAN-APR, VOL. 16:1-3, p. 55-79 |
| Index terms: | Customer relations Communication Relationship marketing |
| Language: | eng |
| Abstract: | This article discusses the idea of a strategic communication of customer skills. The idea is based on an interpretation of the customer as the company's partner in the value production process. The author assesses whether communicating customer skills strategically may lead to an increase in perceived relationship quality and customer retention as key variables in relationship marketing. |
SCIMA