Logo

Pusat Sumber Belajar FEB UI

  • FAQ
  • Berita
  • Rooms
  • Bantuan
  • Area Anggota
  • Pilih Bahasa :
    Bahasa Inggris Bahasa Indonesia
  • Search
  • Google
  • Advanced Search
*sometimes there will be ads at the top, just scroll down to the results of this web
No image available for this title

Text

Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development

Verhoef, Peter C. - ;

Scholars have questioned the effectiveness of several customer relationship management strategies. The author investigates the differential effects of customer relationship perceptions and relationship marketing instruments on customer retention and customer share development over time. Customer relationship perceptions are considered evaluations of relationship strength and a supplier's offerings, and customer share development is the change in customer share between two periods. The results show that affective commitment and loyalty programs that provide economic incentives positively affect both customer retention and customer share development, whereas direct mailings influence customer share development. However, the effect of these variables is rather small. The results also indicate that firms can use the same strategies to affect both customer retention and customer share development. Printed Journal


Ketersediaan

Call NumberLocationAvailable
JM6704PSB lt.dasar - Pascasarjana1
PenerbitChicago, IL: American Marketing Association 2003
EdisiVol. 67, No. 4, Oct., 2003
SubjekRelationship marketing
Market shares
Customer Retention
Loyalty programs
studies
Direct mail advertising
ISBN/ISSN0022-2429
KlasifikasiNONE
Deskripsi Fisik16 p.
Info Detail SpesifikJournal of Marketing
Other Version/RelatedTidak tersedia versi lain
Lampiran Berkas
  • Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development

Pencarian Spesifik
Where do you want to share?