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...

The development of a customer portfolio is a logical process for the development of a business. Conceptual work, using a range of independent variables, has been undertaken in the past decade but few (if any) results of its application have been documented. Shows how a fabric supplier has...

Business markets are complex. Sellers have to deal with customised demand, both passive and active markets, multi‐person interactions and interconnected relationships. Reports the case study of HDoX, a producer of hydrogen peroxide, an industrial chemical that has wide applications from the...

Much attention has been paid to the pricing of goods, but services now constitute almost half of the US economy and they have their own pricing requirements. Services differ from goods in that the choice of pricing structure is more fluid, as for example in determining the unit of charging. In...

Customer support, such as equipment maintenance and repair, is an essential element in the successful marketing of a wide range of products, from computer systems to domestic appliances. Consequently, companies need to establish and maintain appropriate channels for high‐quality customer...

Purpose – Recent concern about governmental hospital performance has intensified interest in the working conditions of doctors. In North Cyprus, there are several problems related with the functioning and performance of hospitals, such as lack of patient satisfaction, long waiting times for...

Purpose – The aim of this study is to generate insights into whether market orientation – as defined by Kohli and Jaworski – is being practiced in the Ghanaian public sector. Design/methodology/approach – Based on a case‐study of a local government, the Accra Metropolitan Assembly (the...