Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: Customer emotions as a strategic goal of relationship marketing : an empirical comparison between B2B and B2C companies in Switzerland
Authors: Siems, Florian
Rüeger, Brian
Hannich, Frank
Published in: International Journal of Strategic Management
Volume(Issue): 11
Issue: 3
Page(s): 26
Pages to: 37
Issue Date: 2011
Publisher / Ed. Institution: IABE
ISSN: 1555-2411
Language: English
Subjects: Relationship; Marketing; Emotion; Customer
Subject (DDC): 658.8: Marketing management
Abstract: 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.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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