About this document
Core Constructs in Customer Relationship Management by Germain Tixhon is a document available to read on EtoBox.
The document discusses core constructs in customer relationship management. It begins with an agenda and reminders about database marketing, CRM objectives, and the link between CRM and customer value. It then introduces the Satisfaction-Loyalty-Profit chain, which proposes that customer satisfaction leads to loyalty and greater profitability. Next, it defines the relationship construct, exploring what constitutes a relationship, how they are social constructs, and different types of buyer-seller relationsh
- Author
- Germain Tixhon
- Language
- EN