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GENGLER
PETER T. L. POPKOWSKI LESZCZYC
ABSTRACT
Relationship marketing has become an important and necessary concept in todays business world. Due
to the importance of repeat business, it is in particular vital for retail businesses to focus on longer-term
relationships with customers. In this paper we demonstrate that customer satisfaction research is not only
a tool to measure consumer attitudes, but can also be a proactive tool for managing customer relations.
q 1997 John Wiley & Sons, Inc. and Direct Marketing Educational Foundation, Inc.
CCC 0892-0591/97/01023-07