CUSTOMER RELATIONS -- CUSTOMER RELATIONS -- CONTENTS -- PREFACE -- ALAN P. FISKE'S RELATIONAL MODELS FRAMEWORK: APPLICATIONS TO CUSTOMERS' RELATIONSHIPS WITH SERVICE MARKETERS -- ABSTRACT -- I. INTRODUCTION -- II. FISKE'S RELATIONAL MODELS FRAMEWORK -- III. THE AUTHORITY RANKING (AR) RELATIONAL MODEL -- IV. RELATIONAL MODELS IMPLEMENTED IN MARKETER- CONSUMER INTERACTIONS -- 4.0. Overview of Section IV -- 4.1. The Communal Sharing (CS) Relational Model -- 4.2. The Equality Matching (EM) Relational Model -- 4.3. The Market Pricing (MP) Relational Model -- 4.4. The Asocial (AS) Relational Model -- V. THE PERSONALITY-RELATEDNESS AND RECIPROCITY (PRR) RELATIONAL FRAMEWORK -- CONCLUSION -- REFERENCES -- MEASURING CORPORATE CRM STRATEGY: ITS MODEL, METHODOLOGY AND APPLICATION -- ABSTRACT -- 1. INTRODUCTION -- 2. THEORETICAL BACKGROUND -- 2.1. Theoretical Frameworks for Evaluating Corporate Business Performance -- 2.2. Requirements of Performance Measurement Framework -- 3. CRM ASSESSMENT MODEL: CRM SCORECARD -- 3.1. Models for CRM Assessment -- 3.2. CRM Scorecard -- Organizational Performance -- Customer Experience -- CRM Process Strategy -- Infrastructure -- 4. MEASURES FOR CRM ASSESSMENT -- 4.1. Characteristics of CRM Measures -- 4.2. Measures in CRM Scorecard -- 1. Organizational performance -- 2. Customer experience -- 3. CRM process strategy -- 4. Infrastructure -- 5. METHODOLOGY FOR CRM ASSESSMENT -- 5.1. CRM Diagnostic Process -- Considering Industrial / Corporate Characteristics -- Selecting Evaluative Factors -- Weighting Evaluative Factors -- Assigning the Representatives for Evaluative Factors -- Adopting Measures and Methods -- Undertaking Diagnosis -- Evaluating and Reporting -- 5.2. Measurement Scale and Scoring Criteria -- 6. BUSINESS CASES -- 6.1. Starting Point of CRM -- See the Unseen Customer Group.

Escape from the Bureaucracy -- 6.2. Realignment of CRM Strategy -- Employee Satisfaction, the Origin of Customer Satisfaction -- Mark a New Era in Manufacturer's CRM Strategy -- CONCLUSION -- ACKNOWLEDGMENTS -- REFERENCES -- INTER-ORGANIZATIONAL SOCIAL CAPITAL AS RELATIONSHIP INVESTMENTS. AN EMPIRICAL INVESTIGATION OF THE EFFECTS ON CUSTOMERS' RELATIONSHIP SATISFACTION -- ABSTRACT -- THEORY -- HYPOTHESES -- METHOD -- Research Design and Sample -- Measures -- Test of Hypotheses and Results -- CONCLUSION -- REFERENCES -- CUSTOMER VALUE ANALYSIS: A TWO-STAGE DATA MINING APPROACH -- ABSTRACT -- 1. INTRODUCTION -- 2. LITERATURE REVIEW -- 2.1. Customer Value -- 2.1.1. Customer Perceived Value -- 2.1.2. Customer Contribution Value -- 2.2. Data Mining -- 2.2.1. The Data Mining Process -- 2.2.2. Association Rules -- 2.2.3. Decision Trees -- 3. RESEARCH METHODOLOGY -- 3.1. The Case Company -- 3.2. Data Pre-Processing -- 3.3. The Prediction Models -- 3.4. Evaluation Methods -- 4. EXPERIMENTAL RESULTS -- 4.1. Decision Trees -- 4.2. Decision Trees + Decision Trees -- 4.3. Association Rules + Decision Trees -- 4.4. Comparisons and Discussions -- CONCLUSION -- REFERENCES -- CUSTOMER RELATIONS AND LOYALTY- BASED SEGMENTATION: A B2B APPROACH IN THE TOURISM INDUSTRY -- ABSTRACT -- 1. INTRODUCTION -- 2. LITERATURE REVIEW -- 3. METHODOLOGY -- 4. RESULTS -- CONCLUSION -- REFERENCES -- PROS AND CONS OF LONG-TERM CUSTOMER RELATIONSHIPS -- ABSTRACT -- INTRODUCTION -- CUSTOMER RELATIONSHIPS -- THE CUSTOMER IN A CUSTOMER RELATIONSHIP -- THE GOOD AND BAD OF LONG-TERM CUSTOMER RELATIONSHIPS -- REVENUES VERSUS VULNERABILITY OF INDIVIDUAL CUSTOMERS -- WORD OF MOUTH VERSUS BADWILL -- IDEAS FOR DEVELOPMENT VERSUS RISKS OF LOCK-IN EFFECTS -- CONCLUDING DISCUSSION -- REFERENCES.

INVOLVEMENT AS MARKET CREATION - A NEW WAY TO CONSIDER CUSTOMER RELATIONS -- ABSTRACT -- INVOLVEMENT AS MARKET CREATION - A NEW WAY TO CONSIDER CUSTOMER RELATIONS -- THE CASE -- UNDERSTANDING INVOLVEMENT AND CUSTOMER RELATIONS -- REFERENCES -- INDEX.