Customer and marketing value as the main book’s attributes

Customer Relationship Investments, Value to the Customer, and Value to the Firm: Integrating Attributes and Benefits

A fundamental proposition in marketing strategy is that a customer relationship orientation is positively related to customer value and firm value. However, the mechanisms of this relationship have yet to be explored in detail, especially in service industries. Our paper addresses this issue by proposing a model that identifies important intermediate variables between customer relationship inve...

The Practices and Functions of Customer Reference Marketing − Leveraging Customer References as Marketing Assets

This multiple-case study focuses on the practices and functions of customer reference marketing, and on the ways through which customer references can be deployed as marketing assets. The research is based on multiple-case-study methodology and the empirical findings were derived from an in-depth analysis of 38 semi-structured personal interviews with managers in four case companies operating i...

Creating customer value: the relationship between TQM and marketing

Indeed, customer value has become the main concern of both manufacturing and service organizations in the increasingly competitive environment of today’s customer-centred era. Many organizations have been transforming their business models to enhance their ability to create value for their customers. In this process of creating customer value, marketing and quality both have crucial roles to play.

Customer Relationship Marketing: Customer-Centric Processes for Engendering Customer-Firm Bonds and Optimizing Long-Term Customer Value

How Cause Related Marketing Influence Customer Value in Banking Industry?

This study elucidates how cause related marketing, service quality and perceived risk are related, and explores the influence of service quality and perceived risk on customer value. Service quality found to be affected positively by cause related marketing, whereas cause related marketing negatively influences perceived risks. Finally, exactly how customer value is affected by the service qual...