| Publisher | Carnegie Mellon University | ||
|---|---|---|---|
| Format | 140.5KB PDF | Date added | 01 Aug 2005 |
| Topics | Sales - Marketing | ||
| Downloads | 104 | ||
Existing research on services and relationship treats customer service as a major operating variable and focuses on measuring the resulting customer satisfaction, retention, duration, repeat purchases, word-of-mouth. This paper gives an excellent review of existing marketing models of service and Customer Relationship Management (CRM). The rapid advances in information and communication technology provide greater opportunities for today's firms to establish, nurture, and sustain long-term relationships with their customers than ever before.
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