Unter Rückgriff auf ausgewählte Prämissen der Service-Dominant Logic (SDL) werden die Erkenntnisse der etablierten modernen und der soziokulturellen Markenforschung strukturiert. Da die SDL eine Integration dieser Ansätze ermöglicht, entsteht eine neue, holistische Perspektive auf das...

The authors examine the concept of customer benefits in business-to-business markets in an international context. They distinguish between core and add-on benefits, and they discuss product quality, service quality, flexibility, trust, joint action, and commitment of the supplier as determinants...

This paper reports the results of a longitudinal study of a beverage distributor who initiated a customer satisfaction program with its entire customer base of different types of retailers. We use a broad-based measure of customer satisfaction tailored to the company's operations, and we compute...

The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline,...

We suggest that a customer's option to switch suppliers, and to wait and see before switching, adds to customer value in uncertain markets, and affects the customer's switching behavior. We use a real options model to examine the value of this option and conduct sensitivity analyses based on...

Current literature argues that firms should have strong ties to customers to benefit from increased customer retention and loyalty. Strong ties, however, have also been shown to prevent innovation, suggesting that firms should also develop weak ties to other customer groups. This paper focuses...

We study the influence of an explicit appeal to reciprocity as a design element in communication campaigns. We conduct an experiment based on a real campaign run by Deutsche Post, the German postal service, in which German citizens could participate in a sweepstakes and vote for their mail...

Das Segment der Kleinunternehmen, dem Unternehmen mit bis zu 49 Mitarbeitern angehören, wird von 70% der befragten Schweizer Schaden- und Lebensversicherungsunternehmen als wichtige strategische Zielgruppe in der Geschäftsentwicklung betrachtet. Trotz dieser Bedeutung wurde bisher...

Since the 1950s, mineral water has been a ubiquitous mass consumer commodity in Germany. This was due to higher incomes and changing consumer behaviour, which manifested itself in rising consumption. From 1958 onwards, the mineral water industry surveyed its customers by employing qualitative...

Drawing on a data set containing 371,082 observations on new and used cars from 2008, this study employs a hedonic model to estimate the determinants of prices in the primary and secondary car markets in Germany. We are specifically interested in identifying those vehicle attributes that are...