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By Thorsten Hennig-Thurau, Ursula Hansen

The suggestion of selling and coping with relationships with consumers and different curiosity teams is on the center of selling this present day. within the educational international, the subject is roofed in specified matters published by means of a variety of journals (e. g. magazine of the Academy of promoting technological know-how, magazine of Strategic advertising, Psychology & Marketing), and meetings and convention classes frequently speak about the benefits of the method. yet courting advertising and marketing isn't constrained to thought. to the contrary, no provider enterprise or business-to-business corporation can now do with no a few type of long term orientation, and all have applied no less than a few components of the connection marketplace­ ing suggestion. Even within the customer items region, there are increasingly more situations the place the conventional orientation in the direction of model fairness is being complemented by way of a relational concentration. As Berry has pointed out, dating advertising is a "new­ previous" inspiration. numerous very important features of dating advertising and marketing have been already being mentioned within the advertising literature. this is applicable either to important constructs (such as buyer delight) and to unmarried components (such because the administration of court cases and after-sales services). even though they don't contain particular point out of the time period dating VI Preface advertising, a long term orientation are available within the community procedure of commercial advertising (closely regarding the paintings of the IMP Group), within the paintings of Gronroos, Gummesson and their colleagues on the Nordic university of prone advertising and marketing and, final yet now not least, within the idea of customer-focused marketing.

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Langer (1999): Das Relationship Quality-Modell zur Erkllirung von Kundenbindung: Einordnung und empirische Uberpriifung [The Relationship Quality Model of Customer Retention: Results from an Empirical Study], Zeitschrift fur Betriebswirtschajt, 67 (special issue 2/99), 111-132. O. W. E. Sasser, Jr. A. Schlesinger (1994): Putting the Service-Profit Chain to Work, Harvard Business Review, 72 (MarchApril), 164-174. Homburg, C. & 1. Kiedaisch (1999): Die Qualitiit internationaler Geschiiftsbeziehungen: Theoretische Uberlegungen und empirische Befunde [The Quality of Transnational Business Relationships], Die Betriebswirtschajt, 59 (1), 22-43.

We can take three different perspectives in defining customer bonding and loyalty. These perspectives are described in more detail below (see also the summary in Table 1). ). Looking at the relationships between supplier and customer, customer loyalty can be defined and measured in terms of the amount and the quality of transactions between both parties. Transactions cover, for example, the number of contacts or shopping visits, or the degree of customer penetration (the proportion of a customer's total buying volume accounted for by one supplier).

1982): International Marketing and Purchasing of industrial Goods - An Interaction Approach, London: Wiley. Hakansson, H. & 1. Snehota (1995): Developing Relationships in Business Networks, London: Routledge. Hansen, D. & M. Bode (1999): Marketing und Konsum: Theorie und Praxis von der Industrialisierung bis ins 2i. lahrhundert [Marketing and Consumption}, Munich: Vahlen. Hansen, D. & A. Emmerich (1998): Sind zufriedene Kunden wirklich zufrieden? Eine Differenzierung des Kundenzufriedenheitskonstruktes auf der Grundlage organisationspsychologischer Erkenntnisse [Are Satisfied Customers Really Satisfied?

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