Relationship Modeling: The Business Relationship Firmly Under Control

Christian Homburg (), Heiko Schäfer () and Janna Schneider ()
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Christian Homburg: Universität Mannheim

Chapter 21 in Sales Excellence, 2012, pp 281-289 from Springer

Abstract: Abstract The idea of “relationship modeling” is one of the most novel contributions of this book. The premise here is that relationships, like products, often pass through a form of “life cycle”. A customer’s activity level and profitability typically increase upon commencement of the business relationship, reach a maximum during the business relationship, and frequently drop off again towards the end of the business relationship. Accordingly, customer development objectives and measures can vary depending on the phases. We consider several related issues here such as the indicators of a successfully progressing (versus not) relationship. Beyond just describing these relationship stages, the authors offer several tools.

Keywords: Business Relationships; Relationship Stage; Cell Phone Companies; Customer Segment Level; Identify Contact Points (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-642-29169-2_21

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DOI: 10.1007/978-3-642-29169-2_21

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