Relationship Marketing

Basic Issues in Relationship Marketing: T. Hennig-Thurau, U. Hansen: Relationship Marketing - Some Reflections on the State-of-the-Art of the Relational Concept.- Introduction; Where We are Today: Important Findings; Looking Ahead: Some Emerging Perspectives; Concluding Remarks; H. Diller: Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers.- Loyalty and Relationship Marketing; Conceptionalization of Customer Bonding and Loyalty; The Economic Effects of Customer Loyalty; The Quality of Loyalty; The Degree of Loyalty: Empirical Impressions; Motivators and Demotivators of Loyalty; Principles of Relationship Marketing; K. Chojnacki: Relationship Marketing at VOLKSWAGEN.- Introduction; Identifying the Need for Relationship Marketing: From Product Orientation to Customer-Driven Change; Quality not Quantity - What Kind of Information is Needed for Relationship Marketing?; Giving Customers Reasons to Stay Loyal; The VOLKSWAGEN Club and Card Concept: Managing Relationships on a One-to-One Basis; Effective Database Management Must be Part of Relationship Marketing; Conclusion; O. Hupp: Relationship Marketing at LOEWE OPTA.- A Brief Introduction to LOEWE OPTA; Relationship Marketing - The LOEWE Perspective; Summary and Outlook; Strategic Options in Relationship Marketing: R. Morgan, T. Crutchfield; R. Lacey: Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs.- Introduction; Retention Programs and Sustainable Competitive Advantage; Behaviors vs. Attitudes: The Implications for Customer Loyalty; The Relationship-Based Customer Retention Program: Building Trust and Loyalty Through the Economic; Resource, and Social Content of Marketing Relationships; J. Barnes: Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customer.- Introduction; Customer Relationships; Research Propositions; Methodology and Operationalization; Results; Conclusions and