Template-type: ReDif-Paper 1.0
Author-Name: Schijns Jos M.C.
Author-Name: Schröder Gaby J.
Author-workplace-name: METEOR
Title: Segment selection by relationship strength
Abstract: Relationship management is becoming more important, also in direct marketing. Measuring the strength of relationships is relevant, since relationship strength can be used as a segmentation variable. However, in measuring relationship strength, mostly one or more behavioral indicators are used (e.g. the R/F/M-formula). So, these indicators measure customer quality instead of relationship quality, which is mainly determined by customer perceptions. This paper shows some preliminary results of a relationship audit, which depends on customer attitudes towards the relationship.
Keywords: marketing ; 
Series: Research Memoranda
Creation-Date: 1995
Number: 028
File-URL: http://digitalarchive.maastrichtuniversity.nl/fedora/objects/guid:ed0e7e58-27dd-4e39-9ecd-c34cf0ddddf6/datastreams/ASSET1/content
File-Format: application/pdf
File-Size: 84215
Handle: RePEc:unm:umamet:1995028