Customer value change in industrial marketing relationships - A call for new strategies and research

被引:197
作者
Flint, DJ [1 ]
Woodruff, RB [1 ]
Gardial, SF [1 ]
机构
[1] UNIV TENNESSEE, CUSTOMER VALUE & SATISFACT RES PROGRAM, KNOXVILLE, TN USA
关键词
D O I
10.1016/S0019-8501(96)00112-5
中图分类号
F [经济];
学科分类号
02 ;
摘要
Relationship marketing is critical to both researchers and practitioners because it addresses issues aimed at retaining customers. Strategic customer retention is problematic and requires information from customers concerning: (1) what they value (need) now, (2) their satisfaction with suppliers' abilities to deliver that value, and (3) how their perceptions of value are changing. Currently there is little theoretical understanding of and thus less than perfect normative advice for dealing with, the third issue. This article addresses this gap by presenting an argument for developing a customer value change theory and proposing a model that incorporates those events likely to trigger changes in three forms of value: values, desired value, and value judgements. The concepts presented build on current business efforts to predict what customers will want in the future, as well as on customer satisfaction and value research. (C) Elsevier Science Inc., 1997.
引用
收藏
页码:163 / 175
页数:13
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