Business, Management and Accounting
8 years ago

Boosting Customer Loyalty: The Key to Competitive Advantage

Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction And Customer Retention
Thorsten Hennig‐Thurau, Ursula Hansen

Paper Summary

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Relationship marketing focuses on building strong connections with customers to gain a competitive edge through satisfaction and retention. Various experts discuss the importance of customer loyalty, effective database management, and investing in services to enhance relationships. Key findings include the impact of customer bonding on loyalty, the need for quality over quantity in information, and the benefits of building trust through retention programs. Overall, the research emphasizes the value of nurturing customer relationships to achieve long-term success in the market.