Jochen Wirtz

Managing Customer Relationships and Building Loyalty

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Targeting, acquiring, and retaining the “right” customers is at the core of many successful service firms. The objective is to build the relationships and develop loyal customers who will contribute to a growing volume of business with the firm in the future. Managing Customer Relationships and Building Loyalty describes how to acquire and develop desirable, loyal customers within the chosen segments, and the painstaking process to build and maintain their loyalty through well-conceived relationship marketing strategies. This book is the tenth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.

Readership: Business and Marketing students at MBA and eMBA level; marketing professionals and practitioners.
Keywords:Services Marketing;Marketing;Consumer Behavior;Positioning Services;Service Process;Service Environment;Service Advantage;Customer Relationships;Managing Relationship and Building Loyalty;Complaint Handling;Service Recovery;Service Excellence;Service Quality and Productivity; Service LeadershipReview:Key Features:There are many books on service management in the market, but most are narrowly focused and/or based on anecdotal evidence. This new book is the first to rigorously cover key aspects of services marketing and management, and that is routed in sound academic research. This book bridges the gap between cutting-edge academic research and practitionersThe book makes extant academic knowledge easily accessible. For example, each chapter features an organizational framework that provides an overview of core concepts at a glance, and it ends with a succinct chapter summary in bullet pointsThe book features global best practices and latest trends; it takes on a global perspective with about 40% of all examples originating from the Americas, 30% from Europe and 30% from Asia
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98 printed pages
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    b0799771759has quoted2 years ago
    Underlying this profit growth are a number of factors that work to supplier’s advantage to create incremental profits. In the order of magnitude at the end of seven years, these factors are:2
    1.Profit derived from increased purchases (or, in a credit card and banking environment, higher account balances). Over time, business customers often grow larger and thus, need to purchase in greater quantities. Individual customers may also purchase more as their families grow, or as they become more affluent. Both types of customers may be willing to consolidate their purchases with a single supplier who provides high quality service, resulting in what we call a high share-of-wallet.
    2.Profit from reduced customer service costs. As customers become more experienced, they make fewer demands on the supplier (for instance, they have less need for information and assistance, and make use of self-service options more). They may also make fewer mistakes when involved in operational processes, thus contributing to greater productivity.
    3.Profit from referrals to other customers. Positive word-of-mouth recommendations are like free sales and advertising, saving the firm from having to invest much in these areas.
    4.Profit from lower price sensitivity that allow a price premium. New customers often benefit from introductory promotional discounts, whereas long-term customers are more likely to pay regular prices, and when they are highly satisfied they tend to be less price sensitive.3 Moreover, customers who trust a supplier may be more willing to pay higher prices at peak periods or for express work.
    5.Acquisition costs can be amortized over a longer period. The upfront costs of attracting new buyers can be amortized over many years. These costs can be substantial and can include sales commissions, advertising and promotions costs, administrative costs of setting up an account, and sending out welcome packages and sign-up gifts.

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