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behavior
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Customer-Firm Relationship
Todays marketers seek to develop long-term relationships with customers. Relationship marketing includes:
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(Table 12.1)
Discrete transactions Subscriber phone Pay phone Theater subscription Movie theater Warranty repair Public transport
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Target customers whose needs match firms capabilities Focus on value of prospective customers within each
segment, not just numbers
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Timing of service use (e.g., by hour, day, season) Level of skill and experience as co-producer/selfserver
Preferred language in face-to-face contact Access to electronic delivery systems (e.g., Internet) Attitudes toward use of new service technologies
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User characteristics
demographics psychographics geographic location benefits sought when, where, how services used quantity/value of purchases frequency of use profitability of relationship sensitivity to marketing variables
User behavior
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How Customers See Relational Benefits in Service Industries (Research Insights 12.1)
Confidence benefits
less risk of something going wrong, less anxiety ability to trust provider know what to expect get firms best service level
Social benefits
mutual recognition, known by name friendship, enjoyment of social aspects
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How much time and resource can we allocate to CRM right now? If we believe in CRM, why have we not taken steps in that
direction before? What can we do today to develop customer relationship without spending on technology?
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