Targeting, acquiring, and retaining the 'right' customers is at the
core of many successful service firms. The objective is to build
the relationships and develop loyal customers who will contribute
to a growing volume of business with the firm in the future.
Managing Customer Relationships and Building Loyalty describes how
to acquire and develop desirable, loyal customers within the chosen
segments, and the painstaking process to build and maintain their
loyalty through well-conceived relationship marketing strategies.
This book is the tenth volume in the Winning in Service Markets
Series by services marketing expert Jochen Wirtz. Scientifically
grounded, accessible and practical, the Winning in Service Markets
Series bridges the gap between cutting-edge academic research and
industry practitioners, and features best practices and latest
trends on services marketing and management from around the world.
General
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