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| Tekijä: | Schijns, J. Schroder, G. |
| Otsikko: | Segment selection by relationship strength |
| Lehti: | Journal of Direct Marketing
1996 : SUMMER, VOL. 10:3, p. 69-79 |
| Asiasana: | DIRECT SELLING MARKETING ECONOMICS |
| Kieli: | eng |
| Tiivistelmä: | Relationship management is becoming more important in direct marketing. Measuring the strength of relationships is important, since relationship strengh can be used as segmentation variable. However, in measuring relationship strength, usually one or more behavioral indicators are used (e.g., the R/F/M formula) so that these indicators measure customer quality instead of relationship quality, which is mainly determined by customer perceptions, claim the authors of the present article on segment selection. |
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