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Technology Innovation and Implications on Customer Relationship Management - Comments on the Paper "Marketing Models of Service and Relationships"

Overview 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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Publisher
Carnegie Mellon University
File Format
PDF
Date Published
Jan 11, 2007
Format
White Papers
Topics
Sales - Marketing

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