Implementing a relationship marketing program: a case study and managerial implications

Article Abstract:

Relationship marketing enables service firms to recognize the different needs of their customer bases and address them to promote repeat business. Businesses must understand that customer loyalty does not equate to customer satisfaction and that products or services are the factors which determine their relations with customers. Firms must concentrate on customers rather than prospects and focus on providing more incentives for long-term customers rather than just for new ones.

Marketing

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Why do customers switch? The dynamics of satisfaction versus loyalty

Article Abstract:

Service oriented firms have tried to improve customer loyalty due to the corresponding long-term returns it offers the business. However, even satisfied customers may not remain loyal and switch to a business's competitor. The satisfaction of customers is driven by factors other than quality of work or service rendered. Functional quality has been shown to bear more weight than technical quality after the need for satisfaction is addressed.

Services, Services industry, Service industries

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Consumers' resolution of credit card problems and exit behaviors

Article Abstract:

Research indicates that consumers likely to resolve credit card problems are half as likely to discontinue credit card usage or sever ties with the financial institution linked to the card. Implications for credit card companies' retaining of clients via assistance with problems are discussed.

Marketing procedures, Science & research, Management dynamics, Personal credit institutions, Management, Comparative analysis, Credit and debit card industry, Credit card industry, Company business management

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