haku: @author Gengler, C. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Gengler, C. Popkowski Leszczyc, P. |
| Otsikko: | Using customer satisfaction research for relationship marketing: a direct marketing approach |
| Lehti: | Journal of Direct Marketing
1997 : WINTER, VOL. 11:1, p. 23-29 |
| Asiasana: | MARKETING RESEARCH CUSTOMERS |
| Kieli: | eng |
| Tiivistelmä: | Relationship marketing has become an important and necessary concept in today's business world. Due to the importance of repeat business, it is in particular vital for retail business to focus on longer-term relationships with customers. In this paper, the authors demonstrate that customer satisfaction research is not only a tool to measure consumer attitudes, but can also be a proactive tool for managing customer relations. Few companies have realized the opportunity to improve the relationship with a customer while performing marketing research. |
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