Article ID: | iaor200890 |
Country: | United States |
Volume: | 3 |
Issue: | 4 |
Start Page Number: | 61 |
End Page Number: | 76 |
Publication Date: | Dec 2004 |
Journal: | Journal of Relationship Marketing |
Authors: | Bruhn Manfred, Frommeyer Astrid |
Keywords: | customer care |
Long-term customer relationships are growing in importance to companies. It is therefore essential to identify and analyze the relevant constructs in order to manage such relationships. For this purpose a model has been developed based on a project involving an IT service provider in the business-to-business sector. This paper describes the measurement of customer satisfaction, its antecedents and consequences that are appropriate for an effective control and management of relationship marketing. Furthermore the development of customer satisfaction, its antecedents and consequences over time and during the course of the customer relationship life cycle is analyzed.