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The Royality of loyalty: CRM, Quality and Retention
Växjö universitet, Fakulteten för humaniora och samhällsvetenskap, Ekonomihögskolan, EHV. Marknadsföring.ORCID-id: 0000-0002-3055-1108
2006 (Engelska)Ingår i: Journal of Consumer Marketing, ISSN 0736-3761, Vol. 23, nr 7, s. 430-437Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

The purpose of the study is to examine and develop a better understanding of triangle relationship between quality, customer relationship management (CRM) and customer loyalty (CL) which might lead to companies' competitiveness (CC).

A research model (5Qs) was designed to measure satisfaction and loyalty. This model is based on two conditions: the customer database and CRM strategy are well structured; and that management control systems have the capacity to produce required data for the analysis.

Findings – Changing in quality over time within various segments or related to specific products or categories of products/services can be used as an indicator the level of loyalty. By linking infrastructure, interaction and atmosphere indicators to the quality of object and processes, researchers and managers can document which changes in CRM strategy improve the overall satisfaction and loyalty, hence the ultimate outcomes.

Originality/value – In this study a new technical-functional 5 qualities model (5Qs) is created and utilized to measure the quality and loyalty. The paper suggests how to incorporate the infrastructure, interaction and atmosphere indicators into the quality of object and processes to identify changes and improvement in CRM strategies.

Ort, förlag, år, upplaga, sidor
Emerald Group Publishing Limited , 2006. Vol. 23, nr 7, s. 430-437
Nyckelord [en]
Loyalty, relations, relationship marketing, competitive advantage
Nationell ämneskategori
Företagsekonomi
Forskningsämne
Ekonomi, Marknadsföring
Identifikatorer
URN: urn:nbn:se:vxu:diva-4449DOI: doi:10.1108/07363760610712975OAI: oai:DiVA.org:vxu-4449DiVA, id: diva2:204407
Tillgänglig från: 2007-03-31 Skapad: 2007-03-31 Senast uppdaterad: 2016-05-03Bibliografiskt granskad

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Förlagets fulltexthttp://www.emeraldinsight.com/10.1108/07363760610712975

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Zineldin, Mosad

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