Качество обслуживания и удержание клиентов: создание долгосрочных отношений
Венетис К., Гаури П.

Теоретическая база;
План исследования;
Анализ и результаты;
Обсуждение;
Выводы для менеджеров;
Заключение;

Аннотация

Данная статья расширяет имеющиеся знания и изучает влияние качества обслуживания на удержание клиентов с точки зрения отношений. Мы объединяем литературу по b-2-b-маркетингу с литературой по качеству обслуживания, чтобы выработать модель, объясняющую приверженность отношениям и другие факторы влияния. Модель была доработана с помощью слабоструктурированных интервью, которые позже были протестированы в ходе исследования на выборке из 241 компании из рекламного сектора. Результаты показывают, что качество обслуживания действительно способствует установлению долгосрочных отношений и удержанию клиентов.

Журнал: «Маркетинг-дайджест» — №2, 2005 (© Издательский дом Гребенников)
Объем в страницах: 20
Кол-во знаков: около 52,098

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Венетис Карин А.

Университет Врийе, Амстердам (Нидерланды).

Гаури Первес Н.

Манчестерская бизнес-школа, Манчестерский университет, Манчестер (Великобритания).