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| Author: | Bliemel, F. W. Eggert, A. |
| Title: | Kundenbindung - die neue Sollstrategie ? |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
1998 : VOL. 20:1, p. 37-46 |
| Index terms: | CUSTOMER RELATIONS STRATEGY SUPPLIERS COMPANIES |
| Language: | ger |
| Abstract: | The paper addresses a concept currently under intense discussion in Germany among marketing academics and practitioners. That is the concept of building a marketing strategy by "Kundenbindung". It implies that suppliers should bind their customers to make switching to other suppliers difficult or even impossible. Most literature on "Kundenbindung" assumes the supplier's point-of-view. The customer's point-of-view is largely neglected. The strategy of binding the customer should be analyzed at three levels: 1. Activities of the suppliers, 2. attitudes of customers and 3. behavioural intentions of customers. |
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