Zusammenfassung
Im Rahmen des Customer Relationship Management (Parvatiyar/Sheth 2001) versuchen Anbieter profitable Kunden zu akquirieren, langfristig an sich zu binden sowie verlorene Kunden ggfs. zurückzugewinnen (Bolton/Lemon/Verhoef 2004). Der Fokus sollte dabei auf einer wertorientierten Gestaltung von Kundenbeziehungen liegen (Tomczak/Rudolf-Sipötz 2006). Ziel ist der Aufbau einer Kundenbasis, die langfristig zum Erfolg beiträgt.
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Rese, M., Papenhoff, H., Wilke, A. (2013). Cross Buying Effekte in Multi Partner Bonusprogrammen. In: Helmke, S., Uebel, M., Dangelmaier, W. (eds) Effektives Customer Relationship Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-4176-3_24
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