Customer retention is increasingly being seen as an important managerial issue, especially in the context of saturated market or lower growth of the number of new customers. It has also been acknowledged as a key objective of relationship marketing, primarily because of its potential in...

This single, embedded case study examined the marketing activities of Flensted Catering A/S, a Danish food company. The case is the first one in a series of case studies constituting a larger research project with the overall objective of understanding how to implement relationship marketing,...

Purpose – The first purpose of this communication is to highlight retailers' current challenges related to branding as a value creation process. The second purpose is to identify existing organizational brakes that may slow down retailer brand building. The final aim is to indicate managerial...

Purpose – Although great emphasis has been given to the added value of real estate, the current studies miss the phase when the actual value is created, i.e., the production phase of real-estate services. Therefore, the purpose of this paper is to evaluate the current state of value creation...

Purpose – This paper seeks to present the use of Rough Sets (RS) theory as a processing method to improve the results in customer satisfaction survey applications. Design/methodology/approach – The research methodology is to apply an innovative tool to discover knowledge on customer behavior...

Purpose – To report on the lessons learned during the implementation of TQM principles in Air China as a response to the dramatic changes in both international and domestic markets. Design/methodology/approach – This research work is based on analysing secondary case studies in the airline...

Purpose – The purpose of this study is to provide a better understanding of the virtual communities' phenomenon. Design/methodology/approach – This paper reports a case study. It explains one of the most successful online strategies developed by a global brand, Coca‐Cola, in Spain....

Purpose – The purpose of this paper is to discuss the integration of information technology (IT) systems and the strengthening of customer service to raise business competitive advantage. Design/methodology/approach – The case company uses IT systems to integrate customers and suppliers. In...

Presents some techniques developed by Telecom New Zealand where first the component factors that most influence the overall satisfaction rating of Telecom’s service are found. Second, these components are quantified and the improvement required for each component to meet overall excellence...

An attempt to profile the problem‐prone consumer shows that some are more apt than others to perceive problems, and this propensity relates positively to experience of related problems. Lack of economic, health, social and intellectual resources was found to be a less positive influence....