Relationship Marketing Gaining Competitive Advantage Through Custome
The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e. g. Journal of the Academy of Ma
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Springer-Verlag Berlin Heidelberg GmbH
Thorsten Hennig-Thurau . Ursula Hansen Editors
Relationship Marketing Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention With 80 Figures and 24 Tables
Springer
Dr. Thorsten Hennig-Thurau Prof. Dr. Ursula Hansen University of Hannover Department of Marketing Koenigsworther Platz 1 30167 Hannover Germany
ISBN 978-3-642-08622-9 ISBN 978-3-662-09745-8 (eBook) DOI 10.1007/978-3-662-09745-8 Library of Congress Cataloging-in-Publication Data Die Deutsche Bibliothek - CIP-Einheitsaufnahme Relationship marketing: gaining competitive advantage through customer satisfaction and customer retention; with 24 tables 1 Thorsten Hennig-Thurau; Ursula Hansen, ed. Berlin; Heidelberg; New York; Barcelona; Hong Kong; London; Milan; Paris; Singapore; Tokyo: Springer, 2000 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. © Springer-Verlag Berlin Heidelberg 2000 Originally published by Springer-Verlag Berlin Heidelberg New York in 2000. Softcover reprint of the hardcover I st edition 2000
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PREFACE The concept of marketing and managing relationships with customers and other interest groups is at the core of marketing today. In the academic world, the topic is covered in special issues released by numerous journals (e.g. Journal of the Academy of Marketing Science, Journal of Strategic Marketing, Psychology & Marketing), and conferences and conference sessions regularly discuss the advantages of the approach. But relationship marketing is not limited to theory. On the contrary, no service firm or business-to-business company can now do without some form of long-term orientation, and all have implemented at least some elements of the relationship marketing concept. Even in the consumer goods sector, there are a growing number of cases where the traditional orientation towards brand equity is being complemented by a relational focus. As Berry has mentioned, relationship marketing is a "newold" concept. Several important aspects of relationship marketing were already being discussed in the marketing literature. This applies both to central constructs (such as customer
