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The Royality of loyalty: CRM, Quality and Retention
Växjö University, Faculty of Humanities and Social Sciences, School of Management and Economics. Marknadsföring.ORCID iD: 0000-0002-3055-1108
2006 (English)In: Journal of Consumer Marketing, ISSN 0736-3761, Vol. 23, no 7, p. 430-437Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited , 2006. Vol. 23, no 7, p. 430-437
Keyword [en]
Loyalty, relations, relationship marketing, competitive advantage
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:vxu:diva-4449DOI: doi:10.1108/07363760610712975OAI: oai:DiVA.org:vxu-4449DiVA, id: diva2:204407
Available from: 2007-03-31 Created: 2007-03-31 Last updated: 2016-05-03Bibliographically approved

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Publisher's full texthttp://www.emeraldinsight.com/10.1108/07363760610712975

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Zineldin, Mosad

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf