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The Case of Mercedes-Benz-Quality in Customer Retention Management

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Customer Retention in the Automotive Industry

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Abstract

To maintain a leading edge in the face of ever fiercer competition, effective customer retention management is clearly crucial. People in the automotive division of Daimler-Benz AG are aware of the central significance of this concept, viewing it therefore not merely as a starting point relevant only to the after sales sector but as a concept that must extend to all activities within the company. With reference to brand management, product development and customer service management, the authors illustrate the practical implications of this integrated concept.

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References

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Authors
  1. Carsten Oder
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  2. Tomás Bayón
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Editor information

Editors and Affiliations

  1. National Quality Research Center, University of Michigan Business School, USA

    Michael D. Johnson (Professor of Marketing, Member of the Advisory Board) (Professor of Marketing, Member of the Advisory Board)

  2. CTcon, Management Consulting, Vallendar, Germany

    Michael D. Johnson (Professor of Marketing, Member of the Advisory Board) (Professor of Marketing, Member of the Advisory Board)

  3. University of Mainz, Germany

    Andreas Herrmann (Professor of Management, Member of the Advisory Board) (Professor of Management, Member of the Advisory Board)

  4. CTcon, Management Consulting, Vallendar, Germany

    Andreas Herrmann (Professor of Management, Member of the Advisory Board) (Professor of Management, Member of the Advisory Board)

  5. University of Mannheim, Germany

    Frank Huber Ph.D. (Student in Marketing at the chair of Professor Hans H. Bauer) (Student in Marketing at the chair of Professor Hans H. Bauer)

  6. Quality Technology and Management, University of Linköping, Sweden

    Anders Gustafsson (Associate Professor) (Associate Professor)

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© 1997 Betriebswirtschaftlicher Verlag Dr. Th. Gabler GmbH, Wiesbaden

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Oder, C., Bayón, T. (1997). The Case of Mercedes-Benz-Quality in Customer Retention Management. In: Johnson, M.D., Herrmann, A., Huber, F., Gustafsson, A. (eds) Customer Retention in the Automotive Industry. Gabler Verlag. https://doi.org/10.1007/978-3-322-84509-2_10

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  • DOI: https://doi.org/10.1007/978-3-322-84509-2_10

  • Publisher Name: Gabler Verlag

  • Print ISBN: 978-3-322-84511-5

  • Online ISBN: 978-3-322-84509-2

  • eBook Packages: Springer Book Archive

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