Moving on Up

January 2008
Marketing Management;Jan/Feb2008, Vol. 17 Issue 1, p5
The article focuses on upgrading service contracts. The author reports that decision-maker satisfaction, objective service quality, and price significantly affect the decision to upgrade service contracts. Particular attention is given to a study conducted and published in the "Journal of Marketing" that offers key insights on how to manage relationships with business customers profitably, including that suppliers must manage customer experiences simultaneously at the account level and at the contract level over time, account management teams within the supplier's organization must gain an understanding of them, and business customers hold many contracts, which can be complex, so contract management is a significant change.


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