Titlebook: Relationship Marketing; Gaining Competitive Thorsten Hennig-Thurau,Ursula Hansen Book 2000 Springer-Verlag Berlin Heidelberg 2000 Beziehun

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g literature. This applies both to central constructs (such as customer satisfaction) and to single elements (such as the management of complaints and after-sales services). Althou978-3-642-08622-9978-3-662-09745-8

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Relationship Marketing — Some Reflections on the State-of-the-Art of the Relational ConceptWith the concept of relationship marketing approaching a stage of maturity, the authors give a comprehensive overview of the main research findings in the field of relationship marketing theory. They use this review to draw out some proposals for future resource allocation in relationship marketing research.

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Thorsten Hennig-Thurau,Ursula HansenInterpretation of theoretical and practical perspectives on Relationship Marketing.State-of-the-art and recent developments.With practitioners‘ view from well-known firms

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978-3-642-08622-9Springer-Verlag Berlin Heidelberg 2000

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https://doi.org/10.1007/978-3-662-09745-8Beziehungsmarketing; Brand; Corporate Identity; Customer Staisfaction; Internet; Kundenbindung; Kundenzufr

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Relationship Marketing at ,uring company to develop positive long-term relationships with both consumers and retail organizations. A four-step model for implementing a relationship marketing approach is described, and the need for a strategic interpretation of relationship marketing is emphasized.

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Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customersn theory to draw out useful customer bonding management activities. The chapter also identifies the kinds of customer bonding required for certain beneficial loyalty effects and uses empirical findings to check whether customer behavior provides evidence of the validity of the idea of loyal customers.

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Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customerst extent this goal is realistic when one considers the personal interests of the consumers. This chapter investigates this question and uses motivation theory to draw out useful customer bonding management activities. The chapter also identifies the kinds of customer bonding required for certain ben

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