Not until very recently has mobile phone technology become sophisticated enough to allow more complex customized programs, which enable companies to offer new services to customers as part of customer relationship management (CRM) programs. In order to enhance customer rela-tionships and to be...

Purpose – The automotive industry in the European Union (EU) faces a sharply reduced regulatory environment, with Block Exemption (1400/2002). Economists have predicted fundamental changes in the market as a result of the modified Block Exemption. In this article, the aim is to investigate how...

Purpose – The purpose of this study is to investigate the relationship marketing (RM) strategy of a retail bank and examine whether – after its implementation – customer relationships were strengthened through perceived improvements in the banking relationship and consequent loyalty...

Purpose – The purpose of this paper is to examine reactions when customers in service encounters receive preferential treatment (i.e. something extra in relation to other customers). The examination is conducted in a social context that allows the customer to compare what he or she receives...

Relationship marketing (RM) has been widely accepted as an important determinant of long‐term business success and is believed to be especially well suited for services because of the personal contact between customers and service providers. Past research has focused mainly on the advantages...