Authors: Bernd Günter; Ludger Rolfes; Sabrina Helm
In relationship marketing, customers are viewed as the main source of value to a supplying firm.But customers are not equally contributing value for the supplier some even create financiallosses. Suppliers therefore need to handle unprofitable customer relationships which might evenneed to be dissolved. This issue is also neglected in relationship marketing that has focused oncustomer orientation, satisfaction, and bonding as its main tasks. Based on an exploratory studyin a business-to-business-setting, the supplier’s challenging task of integrating relationshipmarketing and unprofitable customer relationships is investigated.
Journal: ( – )
Web Address:
Publish Year: 2004
Conference: Copenhagen, Denmark (2004)