Add to ORKGInternational audienceThe relational approach is often presented as a strategy to retain customers, but it may also be an appropriate approach to encourage customers to complain, as a review of literature shows. Using information contained in complaints and giving the right answers (distributive, procedural and interactional) to such complaints is essential. Relational marketing may also be used to induce customers (but not all of them) to complain about the attributes of certain products/services. This article focuses on these issues and should stimulate further research in this new field
Much has been written in the recent marketing literature on the perceived importance of moving from ...
This paper explores empirically the relative impacts of satisfaction, brand community, and consumer ...
Relationship marketing has become an important and necessary concept in today's business world. Due ...
International audienceThe relational approach is often presented as a strategy to retain customers, ...
L'approche relationnelle est souvent présentée comme une stratégie permettant de retenir les consom...
International audienceThe aim of this communication is to study the effectiveness of complaint manag...
Relational marketing, connects the new type of consumer and society, redefines the meaning ofthe act...
The field of the marketing has been under change since services gained attention under 1970s. The cu...
The relational marketing paradigm, as well as its predecessors, has been rapidly added to marketing ...
One of the most important discovery in the world of marketing and communications in recent decades, ...
This paper looks at relationship marketing as an important tool for success in marketing. With...
Firms spend substantial resources responding to customer complaints, and the marketing profession ha...
International audienceThis conceptual article presents the current criticisms to relationship market...
rel about their own customers through database marketing and about the general marketplace through m...
International audienceThis communication addresses how customer orientation can prevent defensive or...
Much has been written in the recent marketing literature on the perceived importance of moving from ...
This paper explores empirically the relative impacts of satisfaction, brand community, and consumer ...
Relationship marketing has become an important and necessary concept in today's business world. Due ...
International audienceThe relational approach is often presented as a strategy to retain customers, ...
L'approche relationnelle est souvent présentée comme une stratégie permettant de retenir les consom...
International audienceThe aim of this communication is to study the effectiveness of complaint manag...
Relational marketing, connects the new type of consumer and society, redefines the meaning ofthe act...
The field of the marketing has been under change since services gained attention under 1970s. The cu...
The relational marketing paradigm, as well as its predecessors, has been rapidly added to marketing ...
One of the most important discovery in the world of marketing and communications in recent decades, ...
This paper looks at relationship marketing as an important tool for success in marketing. With...
Firms spend substantial resources responding to customer complaints, and the marketing profession ha...
International audienceThis conceptual article presents the current criticisms to relationship market...
rel about their own customers through database marketing and about the general marketplace through m...
International audienceThis communication addresses how customer orientation can prevent defensive or...
Much has been written in the recent marketing literature on the perceived importance of moving from ...
This paper explores empirically the relative impacts of satisfaction, brand community, and consumer ...
Relationship marketing has become an important and necessary concept in today's business world. Due ...