TITLE

Building relationships

AUTHOR(S)
Mersmelstein, Ellen; Zid, Linda Abu-Shalback
PUB. DATE
November 2005
SOURCE
Marketing Management;Nov/Dec2005, Vol. 14 Issue 6, p4
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses research being done on relationship marketing programs. It references a study by Robert W. Palmatier and Srinath Gopalakrishna published in the number 05-102 issue of "MSI Report." The study's findings suggest that social programs, which create relational bonds with customers through personalized treatment, have a strong impact on profit. Structural programs also have a positive impact on profit--but only for customers with a high level of interaction frequency. Financial programs have no direct effect on firm performance.
ACCESSION #
19080507

 

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