Segment selection by relationship strength

Autor:	Gaby J. Schröder, J.M.C. Schijns
Rok vydání:	1996
Předmět:	Measure (data warehouse) business.industry media_common.quotation_subject Customer relationship management Variable (computer science) Direct marketing Statistics Enterprise relationship management Quality (business) Marketing business Customer intelligence Relationship marketing media_common
Zdroj:	Journal of Direct Marketing. 10:69-79
ISSN:	1522-7138 0892-0591
Popis:	Relationship management is becoming more important in direct marketing. Measuring the strength of relationships is important, since relationship strength can be used as a segmentation variable. However, in measuring relationship strength, usually one or more behavioral indicators are used (e.g., the R/F/M formula), so that these indicators measure customer quality instead of relationship quality, which is mainly determined by customer perceptions. This paper shows some preliminary results of a relationship audit, which is dependent on customer attitudes towards the relationship.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::9387afb6a18e5c79902685c892d3a8f5 https://doi.org/10.1002/(sici)1522-7138(199622)10:3<69::aid-dir6>3.0.co Zobrazit plný text záznamu Full Text from ScienceDirect Plný text ve formátu PDF