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IT Support for Customer Relationship Management
Abstract
Since the mid 1980s marketing has no longer merely concentrated on the design of individual interactions but has also considered or even focused on the design of the entire customer relationship (cf. e.g. Dwyer and Schurr and Oh 1987; Rogers and Peppers 1994; Peter and Schneider 1994). Against the background of increasing purchaser power in saturated, transparent markets, this reorientation is obvious from today’s standpoint: after all, individual transactions or interactions are normally based on a comprehensive, long-term customer (or supplier) relationship. Unlike transaction marketing, which considers the individual transactions in isolation and where the emphasis is on winning customers and selling, relationship marketing therefore concentrates on the long-term maintenance of the customer relationship, i.e. customer retention (Schulze 2000, 12-13).
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