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Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development

โœ Scribed by Verhoef, Peter C.

Book ID
120496903
Publisher
American Marketing Association
Year
2003
Tongue
English
Weight
131 KB
Volume
67
Category
Article
ISSN
0022-2429

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Customer satisfaction with a company's products or services is often seen as the key to a company's success and long-term competitiveness. In the context of relationship marketing, customer satisfaction is often viewed as a central determinant of customer retention. However, the few empirical invest