| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Customer emotions as a strategic goal of relationship marketing : an empirical comparison between B2B and B2C companies in Switzerland |
| Autor/-in: | Siems, Florian Rüeger, Brian Hannich, Frank |
| Erschienen in: | International Journal of Strategic Management |
| Band(Heft): | 11 |
| Heft: | 3 |
| Seite(n): | 26 |
| Seiten bis: | 37 |
| Erscheinungsdatum: | 2011 |
| Verlag / Hrsg. Institution: | IABE |
| ISSN: | 1555-2411 2378-8615 |
| Sprache: | Englisch |
| Schlagwörter: | Relationship; Marketing; Emotion; Customer |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Relationship marketing has firmly established itself worldwide as an instrument in both research and business. The achievement of emotional goals is seen as one of its important key strategic objectives. Because relationship marketing is today applied in nearly all businesses, the question emerges of whether this is actually a goal found in all industries and, if it is not, where industry-specific characteristics can be seen. This is the issue that will be examined in depth in the following as the paper compares business-to-business and business-to-consumer companies in its investigation of them using an empirical study from Switzerland. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/10059 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Institut für Marketing Management (IMM) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Siems, F., Rüeger, B., & Hannich, F. (2011). Customer emotions as a strategic goal of relationship marketing : an empirical comparison between B2B and B2C companies in Switzerland. International Journal of Strategic Management, 11(3), 26–37.
Siems, F., Rüeger, B. and Hannich, F. (2011) ‘Customer emotions as a strategic goal of relationship marketing : an empirical comparison between B2B and B2C companies in Switzerland’, International Journal of Strategic Management, 11(3), pp. 26–37.
F. Siems, B. Rüeger, and F. Hannich, “Customer emotions as a strategic goal of relationship marketing : an empirical comparison between B2B and B2C companies in Switzerland,” International Journal of Strategic Management, vol. 11, no. 3, pp. 26–37, 2011.
SIEMS, Florian, Brian RÜEGER und Frank HANNICH, 2011. Customer emotions as a strategic goal of relationship marketing : an empirical comparison between B2B and B2C companies in Switzerland. International Journal of Strategic Management. 2011. Bd. 11, Nr. 3, S. 26–37
Siems, Florian, Brian Rüeger, and Frank Hannich. 2011. “Customer Emotions as a Strategic Goal of Relationship Marketing : An Empirical Comparison between B2B and B2C Companies in Switzerland.” International Journal of Strategic Management 11 (3): 26–37.
Siems, Florian, et al. “Customer Emotions as a Strategic Goal of Relationship Marketing : An Empirical Comparison between B2B and B2C Companies in Switzerland.” International Journal of Strategic Management, vol. 11, no. 3, 2011, pp. 26–37.
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