Zur Bedeutung von Vertrauensstrategien für den Aufbau und Erhalt von Kundenbindung im Konsumgüterbereich

Barbara E. Weißenberger
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Barbara E. Weißenberger: WHU Koblenz Otto-Beisheim-Hochschule

Schmalenbach Journal of Business Research, 1998, vol. 50, issue 7, 614-640

Abstract: Summary From an economic point of view, customer retention depends on the the overall expected Utility achieved by all intended purchases of a given product or Service brand in comparison to the brand’s best competitor. The overall expected Utility can be interpreted as an economic rent. Agency costs lower this rent and thus reduce the potential for successfully establishing customer retention. This calls for credence strategies as a new type of strategies besides the traditional types of overall cost leadership and differentiation. In the case of hidden action, credence strategies consist of monitoring instruments that lend more credibility to the seller’s claim of providing an agreed-upon level of effort as input into the production process. The paper also analyzes interactions between the traditional types of strategy and credence strategies that may be important especially in the case of credence goods.

Date: 1998
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DOI: 10.1007/BF03371525

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