Customer lifetime value (CLV) is an established relationship marketing-centric approach to evaluating performance: based upon the significance of a customer, and what resources should be allocated towards maintaining relations - beyond short-term transactional views. The conceptual argument...

Verbraucherreaktionen bei Unzufriedenheit mit einem gekauften Produkt oder einer in Anspruch genommenen Dienstleistung sind vielfältig und reichen von direkten Beschwerden bei Händlern oder Herstellern über Beschwerden bei Dritteinrichtungen bis hin zum Wechsel des Anbieters. Dabei können...

Die Qualitätsbeurteilung von Wein stellt für Verbraucher beim Kauf eine besondere Herausforderung dar. In dieser Untersuchung wurden die Präferenzen von Konsumenten von Öko-Lebensmitteln für Wein analysiert, um die relative Bedeutung verschiedener Produkteigenschaften für die...

Die erhebliche Erweiterung des Weinangebots in den letzten Jahren hat zu einer großen Differenzierung geführt, die nicht nur über eine stärkere Variation der Geschmackseindrücke erkennbar ist, sondern auch durch die zunehmende Verwendung von Qualitätssignalen. Als Qualitätssignale werden...

Relationships are an extremely important resource for organizations, no matter their activities. This resource can and should be used efficiently in order to reach the organization’s goals. Especially for tourism the relations established by the organization are essential because of the...

The aim of this contribution is to discuss the evolution of marketing, arguing whether it is accomplishing a paradigm change. Starting from previous definitions of paradigm, we adopt the viable systems approach (<i><sc>v</sc>S<sc>a</sc></i>) as a general interpretation key useful for interpreting the evolution of...

Relationship marketing represents a concept that has been disputed in the last 15 years as being a true paradigm of marketing thinking, or just a new method to apply marketing techniques to the new requirements and transformations into the socio-economic field of contemporary economy. Developing...

Present study, with the title of examining the influence of strategies of creating loyal customers on increasing sales of Kayla company products, is examining key role of strategies of creating loyalty in customers on value of system productivity, value of system satisfaction and decreasing...

This study is intended to investigate the effect of relationship marketing on the competitive advantage in the form of the desired pattern or model of this study. Statistical community of this study has been Esfahan’s REFAH chain stores. Collecting data instruments are the accepted stabilized...

The paper studies through the lens of the economic theory of the firm the development of two managerial disciplines: supply chain management and relationship marketing. The author demonstrates which ideas have been borrowed by these disciplines from the economic theory of the firm, and in what...