8-6 ) ( 2003

.

-

391

 -1:





.

Transaction Marketing


.Relationship marketing

.


.

. :

.

.

392

 -2 :
1-2:
) Traditional Transaction
(Marketing -TM
.
) (Hit & Run Marketing
(1) .
) (Relationship Marketing- RM
)(Berry 1983


(2) .

Retention
Potential .
) (Gronroos 1994
(3) .


.


.


.
393

 ) (One- to One Marketing

(4) .
Database

(5) .
.

:
. . . Safety net. programs
(6) . :
.Segmentation .Targeting .Attracting .Satisfying . Retention (7) .Enhancing) (2-2:

394


. :
) (Lovelock 2001
philosophy of doing business
Strategic orientation
(8) .
) (Berry 1984

(9) .

) (Gronroos 1994


Stakeholders
(10) .


.Life time customer

Customize programs

.

.

-3 :
:
395

 (11).
.
(12) .

.
(13) .



Department Stores
(14) .
-4 :
(15) :
.
.
.
- .

396

 . Stakeholders
.
-5 :


Transaction Marketing Relationship Marketing

.
(16):
. . .
.

.

:
.Customer Centric .

397

 . .
(18): 1. .Call centers
2. .Web sites
3. Customer services and support teams
4. .E. Commerce & web marketing
5. .Data Mining
6. .Loyalty Programs
-6 :

(19) :
-

(20):

1 Measure398

 :
. . . . - .

-2 Manage

. :
. . . . -3 Maximize

.

. Frequent
.Purchasing Programs
(21) :

399

 .
.
.



.e-mails

.

.

.

.

.



.
400


. High or
.Low Involvement
Data Mining


.

(23) .

Customer Retention

(24) .

Cost reduction
Margins

Volume of purchase

Customer Retention
Profits

Word of mouth
Price premium

401

 -7 : Retention Strategies


.
)Leonard Berry & A. Parasuraman (1991

.
(25) .
: financial Bunds



.
:
- Bundling & Cross selling
- Volume & Frequent Rewarding.
- Stable Pricing.
: Social Bunds

.

. :
- Personal Relationship.
- Social Relationship.
- Continuous Relationship.
402

 : Customization Bunds.

.
. :
- Mass Customization.
- Customer Intimacy.
- Innovation.
: Structural Bunds


.
. :
- Integrated Information.
- Joint Investment.
- Share of Resources & Equipment.



.

.
Attraction Satisfaction Retention Enhancing.

-8 :Recovery System
403

 .


(26) .Product Failure
) Lovelock (2001


.
"

"
(27) .

)Zeithmal (2000
Recovery Strategies(28) :
- .

.
. : .
. .

404



.
-9 :



.

(29):
) (1-9 :
.
.
. .
.
. .
- .

405

 . .Targeting
. .
) (2-9
:
. .
. Kennth
.Switching Barriers
Hide & Weiss
).(30
-10 Transactional Marketing (TM) & Relationship Marketing
)(31):(RM
:
RM

TM

- .

- .

- .promote value

- .

. - .

- .

406

 - .

.
.

- .

. - .

- .

- .

. - .

.
.

.

.

.
-11 :

.
.
:

:
407

( (Reichheld & Sasser 1990

.

) Anderson, Fornell & Lehmann 1994

) ( Zeithmal , Berry & Parasurman 1996 )(

.
-

) (Berry 1995 ) (Levy & Weitz 1995

.

) (Reichheld & Teals 1996

.

) (Baron 1996
.

) (Ellen Coarbarino 1997

.

408

Trust
Overall satisfaction

Future Intention
Commitment
-

)) Bettencourt 1997
.

) (Morgan & Hunt 1998

.

) (Fournier, Dobscha & Mick 1998 )).Sheth & Parvatiyer 1995

.

) (Spukeetal 1998 (, (Stern Toupson & Arnould 1998

.

) (Fournier, Dobscha & Mick 1998

.

) (Linda L. Price & Eric J. Arnould1999

Commercial Friendship
.
"
"
.

409

 ) (RM )TM
(:


.

410

) (Jackson 1985
) (TM & RM
.

) (Dwyer, Schurr & Oh 1987

).(TM & RM

) (Anderson & Narus 1991

.

) (Berry 1995
.

) (Ellen Garbarino 1999

.

.


.

:
-

) (Dowling & Uncles 1997

.

411


.
-

) (Fournier, Dobsche & Nick 1998

.

) (Werner J. Reinartz & V. kuner 2000

.
:
.
.
.
.



.

.
:
1- Egan, John. Relationship Marketing - Exploring relational
strategies in marketing. Pearson Education- Prentice Hall- 2001.Pp
10- 15.
2- Ibid. 81.

412

3- Linda L. Price & Eric J. Arnould (1999), Commercial Friendships:

Service Provider- Client Relationships in Context, Journal of
Marketing, Vol, 63, October, 38- 40.
4- Egan, John. Relationship Marketing - Exploring relational
strategies in marketing. Pearson Education- Prentice Hall- 2001.Pp
195.
5- www.webcmo.com/ integrated CRM.
6- Ibid.
7- Valarie A. Zeithaml & Mary J. Bitner, Services Marketing.
Second Edition Mc Graw Hill Company, 2000.
8- Christopher H. Lovelock, Services Marketing. Englewood Cliffs,
NJ: Prentice Hall, 2001.
9- Berry, Leonard L. & A.Parasuraman (1991). Marketing Services :
Competing Through Quality. New York: The Free Press.
10- Linda L. Price & Eric J. Arnould (1999), Commercial Friendships:
Service Provider- Client Relationships in Context, Journal of
Marketing, Vol, 63, October.
11- Christopher H. Lovelock, Services Marketing. Englewood Cliffs,
NJ: Prentice Hall, 2001.
12- www.MSN Learning & research- Print view- Marketing.
13- Valarie A. Zeithaml & Mary J. Bitner, Services Marketing.
Second Edition Mc Grow Hill Company, 2000.
14- Werner J. Reinartz & V. Kumar, (2000) On the Profitability of
Long Life Customers in Noncontractual Setting: An Empirical
413

Investigation and Implications for Marketing, Journal of Marketing,

Vol 64, October 17-35.
15- Egan, John. Relationship Marketing - Exploring relational
strategies in marketing. Pearson Education- Prentice Hall- 2001.
16- Dowling, Grahame, (2002) Customer Relationship Management,
California Management Review, Vol 44,No 3, Spring 2002, Pp88102.
17- www.siebel.com
18- Dowling, Grahame, (2002) Customer Relationship Management,
California Management Review, Vol 44,No 3, Spring 2002, Pp88102.
19- www.webcomo.com/ CMO Consulting International.
20- D. Schultz, Learn to Differentiate CRMs Two Faces, Marketing
News, November 20, 2000, p11.
21- Ibid.
22- Dowling, Grahame, (2002) Customer Relationship Management,
California Management Review, Vol 44,No 3, Spring 2002, Pp88102.
23- Ibid.
24- Christopher H. Lovelock, Services Marketing. Englewood Cliffs,
NJ: Prentice Hall, 2001.
25- Berry, Leonard L. & A.Parasuraman (1991). Marketing Services :
Competing Through Quality. New York: The Free Press.

414

26- Dowling, Grahame, (2002) Customer Relationship Management,

California Management Review, Vol 44,No 3, Spring 2002, Pp88102.
27 - Christopher H. Lovelock, Services Marketing. Englewood Cliffs,
NJ: Prentice Hall, 2001.
28- Valarie A. Zeithaml & Mary J. Bitner, Services Marketing.
Second Edition Mc Graw Hill Company, 2000.
29- Fournier, Susan, Susan Dobscha, & David Glen Mick (1998),
Preventing the Premature Death of Relationship Marketing,
Harvard Business Review, 76 January/ February, 42-51.
30- Jackson, Barbara B. (1985), Winning and Keeping Industrial
Customers: The Dynamics of Customer Relationship.
31- Egan, John. Relationship Marketing - Exploring relational
strategies in marketing. Pearson Education- Prentice Hall2001.p212.
:
1- Anderson, Eugene & James A. Narus (1991), Partnering as a
Focused Market Strategy , California Management Review, 33
Spring, 93- 113.
2- Anderson, Eugene W., Claes Fornell & Donald R. Lehmann (1994),
Customer Satisfaction, Market Share, and Profitability, Journal of
Marketing, 58 July, 53- 66.
3- Baron, Gerard R. (1996), Friendship Marketing, Grants Pass, OR:
Psi Research/Oasis Press.

415

4- Berry, Leonard L. (1995), Relationship Marketing of Services

Growing Interest, Emerging Perspectives, Journal of the Academy
of Marketing Science, 23 Fall , 236- 245.
5- Bettencourt, Lance A, (1997), Customer Voluntary Performance:
Customers as Partners in Services Delivery, Journal of Retailing, 73
Fall, 383- 406.
8- Dwyer, F. Robert, Paul H. Schurr & Sejo Oh (1987), Development
Buyer- Seller Relationships, Journal of Marketing, 51 April 11-27.
6- Fournier, Susan, Susan Dobscha, & David Glen Mick (1998),
Preventing the Premature Death of Relationship Marketing,
Harvard Business Review, 76 January/ February 42-51.
7- Garbarino, Ellen & Johnson S. Mark (1999), The Different Roles
of Satisfaction, Trust, and Commitment in Customer Relationships,
journal of Marketing, Vol 63 (April), 70-87.
9- Linda L. Price & Eric J. Arnould (1999), Commercial Friendships:
Service Provider- Client Relationships in Context, Journal of
Marketing, Vol, 63, October, 38- 40.
10- Morgan, Robert M. & Shelby D. Hunt (1994), The commitment
Trust Theory of Marketing Relationship, Journal of Marketing, 58
July 20- 38.
11- Sheth, Jagdish N. & Atul Parvatiyar (1995), Relationship
Marketing in Consumer Markets: Antecedents and Consequences,
Journal of the Academy of Marketing Sciences, 23 Fall, 255-271.
12- Werner J. Reinartz & V. Kumar, (2000) On the Profitability of
Long Life Customers in Noncontractual Setting: An Empirical
416

Investigation and Implications for Marketing, Journal of Marketing,

Vol 64, October 17-35.
13- Zeithmal, Valerie A., Leonard L. Berry, & A. Parasuraman (1996),
The Behavioral consequences of Services Quality, Journal of
Marketing, 60 April, 31-46.

417

:How CRM Works

RM Programs

* Better responsiveness to
Customer needs.
* Increased customer
Satisfaction.

LOYAL CUSTOMERS
* increased ARPU.
* Stronger brand attitude.
* less price sensitive.

Relationship

Customer
Database
* Cross selling.

* Increased ARPU.

* Better Target Marketing.

* Cost reductions.
* More targeted communications.

Data Mining
* Market Research.
*

ARPU =Average revenues per user.

Source: Consumer Relationship Management In B2C Markets. Often Less Is More. (22)

418

N
e
w

c
u
s
t
o
m
e
r
i
n
s
i
g
h
t
s
.
*
E
a
r

419

l
y
w
a
r
n
i
n
g
s
y
s
t
e
m
.

420