Проблемы маркетинга отношений при обслуживании потребителей 
Уорд Т., Дэггер Т.

Концептуальная проработка и допущения;
Продолжительность отношений;
Частота деловых контактов;
Демографические характеристики;
Важность отношений;
Разнородность предоставляемых услуг;
Методика;
Результаты;

Ключевые слова: маркетинг отношений, маркетинг услуг

Аннотация

Теория маркетинга отношений утверждает, что можно установить отношения между любыми поставщиками и потребителями и в любых ситуациях. Вместе с тем авторы статьи акцентируют внимание на том, что не следует автоматически применять методики маркетинга отношений для всех видов товаров и услуг и для всех типов потребителей. Прочность отношений между потребителями и поставщиками зависит от множества факторов, что подтверждают результаты исследования.

Журнал: «Маркетинг услуг» — №1, 2008 (© Издательский дом Гребенников)
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Уорд Тони

Сотрудник факультета бизнеса и права Университета Центрального Квинсленда.

Рокгэмптон, Австралия

Дэггер Трейси

Сотрудник школы бизнеса Квинслендского Университета.

Брисбен, Австралия