The life event cycle as an instrument of relationship management in SMEs: theory, results of an empirical investigation at a health club and management implications

Florian U. Siems, Olga Bystrova and Thomas Niemand

International Journal of Entrepreneurial Venturing, 2015, vol. 7, issue 3, 251-265

Abstract: The life event cycle is a modern relationship marketing tool. The following exploratory study will demonstrate how small and medium enterprises (SMEs) can efficiently apply it to investigate and guide customer development actively in their companies. This paper will provide explorative data from an SME for the first time, generating a detailed analysis and corresponding management implications that can be applied to the investigated health club SME as well as SMEs with comparable issues.

Keywords: relationship marketing; customer relationship management; CRM; small and medium-sized enterprises; SMEs; life event cycle; customer-relationship intervals; lost customers; health club management; health clubs; customer development. (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijeven:v:7:y:2015:i:3:p:251-265

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