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| Tekijä: | Gengler, C. E. Popkowski Leszczyc, P. T. L. |
| Otsikko: | Using Customer Satisfaction Research for Relationship Marketing: A Direct Marketing Approach |
| Lehti: | Journal of Direct Marketing
1997 : Vol. 11:4, p. 36-41 |
| Asiasana: | DIRECT SELLING CUSTOMERS CUSTOMER RELATIONS |
| 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 businesses to focus on longer-term relationships with customers. In this paper we 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. |
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