<span lang="DE">Forschungsgegenstand des Projekts sind so genannte Kundenerfahrungen. Ziel des Projekts war es aus einer Perspektive des Marketing Verständnis darüber zu erlangen, wie Erfahrungen von Kunden beim Konsum von Produkten oder Dienstleistungen sowie aus der Interaktion mit einem konkreten Anbieter...</span>

The development and fostering of business relations is of crucial importance in marketing. Customer satisfaction is becoming the key success factor in this context. The creation of customer satisfaction by means of fostering the business relationship comprises rational aspects as well as...

Personal communication is considered to be of major importance for good interactions between customers and employees. Despite this generally accepted view on the importance of personal communication, there is a lack of evidence concerning the measurement of perceived quality of personal...

Compensation systems are an essential tool to link corporate goals such as customer orientation with individual and organisational performance. While some authors demonstrate the positive effects of incorporating nonfinancial measures into the compensation system empirically, companies have...

The aims of this article are systematization and empirical analysis of customer relationship drivers in banking. On the basis of an intensive literature analysis, customer relationship drivers have been structured by way of categorization according to value, relationship, and brand as well as...

Despite intensive discussions about customer equity, little research addresses how to manage customer equity from a firm's perspective. Recent literature proposes various concepts of customer equity management but does not feature an empirical study that identifies and quantifies activities that...