Alina FILIP

Customer relationship management

Colecția Marketing

Editura ASE
București
2020
 ACADEMIA DE STUDII ECONOMICE DIN BUCUREŞTI

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FILIP, ALINA
Customer relationship management / Filip Alina. - București : Editura
ASE, 2020
Conține bibliografie
ISBN 978-606-34-0345-3

005

Editura ASE
Redactor: Daniela Vorovenci
Tehnoredactor: Mioara Gamulea
Coperta: Livia Radu

Autorul își asumă întreaga responsabilitate pentru: ideile exprimate, corectitudinea științifică,
originalitatea materialului și sursele bibliografice menționate.
 Contents

Introduction ............................................................................................................. 9

Part I. Relationship theory and customer value

Chapter 1
Relationship marketing as a result of the marketing science development ..... 15
1.1 The emergence of relationship marketing ......................................................... 15
1.2 The origin of relationship marketing ................................................................ 18
1.3 The evolution of relationship marketing concept.............................................. 20
1.4 Schools of thought in relationship marketing ................................................... 23
1.5 Relationship marketing principles .................................................................... 25
1.6 The theory of stakeholders in relationship marketing ....................................... 28

Chapter 2
Customer relationship management – the core of relationship marketing ..... 35
2.1 The concept of customer relationship management .......................................... 36
2.2 Types of CRM................................................................................................... 39
2.2.1 Strategic CRM .......................................................................................... 40
2.2.2 Operational CRM...................................................................................... 41
2.2.3 Analytical CRM ........................................................................................ 46
2.2.4 Collaborative CRM ................................................................................... 48
2.3 IDIC model of customer relationship management .......................................... 50

Chapter 3
Managing customer relationships........................................................................ 53
3.1 The content of business relationships ............................................................... 53
3.2 Relationship stages............................................................................................ 54
3.3 Customer acquisition, customer retention and customer relationship
development ....................................................................................................... 60
3.3.1 The process of customer acquisition ......................................................... 60
3.3.2 The process of customer retention ............................................................ 64
3.3.3 The process of customer relationship development .................................. 67
6 Customer relationship management

Chapter 4
Market segmentation and customer portfolio analysis...................................... 69
4.1 Market segmentation ......................................................................................... 69
4.1.1 Segmentation variables used in business to consumer markets ................ 71
4.1.2 Segmentation variables used in business to business markets .................. 73
4.2 Customer portfolio analysis .............................................................................. 75
4.2.1 Financial methods of customer value analysis.......................................... 77
4.2.2 Non-financial criteria for customer value analysis ................................... 86

Part II. Developing customer loyalty

Chapter 5
Customer loyalty – the goal of customer relationship management ................ 91
5.1 Characteristics of customer retention and customer loyalty ............................. 91
5.2 Dimensions of customer loyalty ....................................................................... 92
5.3 Forms of customer loyalty ................................................................................ 94
5.4 Benefits of customer loyalty for companies...................................................... 98
5.5 Benefits and barriers perceived by customers in developing business
relationships ..................................................................................................... 100
5.6 Loyalty programs and tools............................................................................. 102

Chapter 6
Determinants of customer loyalty status ........................................................... 112
6.1 Loyalty supporting factors .............................................................................. 112
6.1.1 Customer satisfaction, trust and commitment – key factors in promoting
dedication-based loyalty ............................................................................ 114
6.1.1.1 Conceptual clarifications on customer satisfaction ........................ 114
6.1.1.2 The GAP model – a conceptual tool to identify causes of customer
dissatisfaction and correct service quality failures ............................ 117
6.1.1.3 Understanding customer expectations ............................................ 121
6.1.1.4 Company and product performance – determinants of customer
satisfaction ........................................................................................ 123
6.1.1.5 Satisfaction drivers ......................................................................... 124
6.1.1.6 Benefits of customer satisfaction .................................................... 125
6.1.1.7 Customer trust................................................................................. 126
6.1.1.8 Customer commitment.................................................................... 128
6.1.2 Exit barriers and constraint-based loyalty............................................... 129
6.1.3 Neutral bonds and inertia-based loyalty ................................................. 134
6.2 Loyalty repressing factors and customer switching behaviour ....................... 135
6.3 Sources of loyalty supporting and loyalty repressing factors ......................... 139
 Contents 7

Chapter 7
Internal marketing – the impact of employee performance on customer
satisfaction and loyalty ....................................................................................... 144
7.1 Characteristics of internal marketing .............................................................. 144
7.2 Recruitment of employees .............................................................................. 146
7.3 Selection of employees ................................................................................... 147
7.4 Internal communication and employee training.............................................. 151
7.5 Empowerment of employees........................................................................... 154
7.6 Teamwork ....................................................................................................... 156
7.7 Employee motivation ...................................................................................... 157
7.8 Employee satisfaction and loyalty .................................................................. 159

Part III. Achieving and managing customer information

Chapter 8
Research of customer satisfaction and loyalty ................................................. 165
8.1 Specific objectives of CRM and relationship marketing studies .................... 165
8.2 Qualitative research ........................................................................................ 169
8.2.1 In-depth interview ................................................................................... 170
8.2.2 Focus-groups........................................................................................... 171
8.3 Quantitative research ...................................................................................... 172
8.3.1 Survey techniques ................................................................................... 172
8.3.2 Questionnaire development .................................................................... 175
8.3.3 Rating scales ........................................................................................... 178
8.3.4 Customer satisfaction scores ................................................................... 182
8.4 Mystery shopping............................................................................................ 183
8.5 Customer satisfaction assessment based on information
from secondary sources ................................................................................... 185

Chapter 9
Complaint management ..................................................................................... 186
9.1 Characteristics of complaints .......................................................................... 186
9.2 Customer behaviour in situations of dissatisfaction........................................ 188
9.3 Complaint management objectives ................................................................. 194
9.4 Complaint management processes .................................................................. 196
9.4.1 Complaint stimulation............................................................................. 197
9.4.2 Complaint acceptance ............................................................................. 201
9.4.3 Complaint processing ............................................................................. 203
9.4.4 Complaint reaction .................................................................................. 205
9.4.5 Complaint analysis.................................................................................. 214
9.4.6 Complaint-management controlling ....................................................... 215
9.4.7 Complaint reporting ................................................................................ 217
9.4.8 Utilization of complaint information ...................................................... 219
8 Customer relationship management

Chapter 10
Customer database management....................................................................... 220
10.1 The role of customer databases in CRM systems ......................................... 220
10.2 The process of customer database developing .............................................. 222
10.3 Ensuring data quality .................................................................................... 229
10.4 Data integration and data warehouse ............................................................ 232
10.5 Data access and interrogation ....................................................................... 234

Bibliography ........................................................................................................ 237