Abstract
Building enduring relationships with customers has become a prime strategic objective of retail marketing. The purpose of this Chapter is to explain the new paradigm of relationship marketing and to introduce the underlying principles of customer value, the relationship life cycle and the constructs of customer loyalty and customer satisfaction. In retailing, loyalty programmes are manifestations of customer relationship management.
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© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
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Zentes, J., Morschett, D., Schramm-Klein, H. (2011). Customer Relationship Management. In: Strategic Retail Management. Gabler Verlag. https://doi.org/10.1007/978-3-8349-6740-4_15
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DOI: https://doi.org/10.1007/978-3-8349-6740-4_15
Publisher Name: Gabler Verlag
Print ISBN: 978-3-8349-2536-7
Online ISBN: 978-3-8349-6740-4
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