Special Session Summary New Developments of Customer Orientation and Service Marketing



Citation:

Peter Weinberg (1998) ,"Special Session Summary New Developments of Customer Orientation and Service Marketing", in E - European Advances in Consumer Research Volume 3, eds. Basil G. Englis and Anna Olofsson, Provo, UT : Association for Consumer Research, Pages: 267.

European Advances in Consumer Research Volume 3, 1998      Page 267

SPECIAL SESSION SUMMARY

NEW DEVELOPMENTS OF CUSTOMER ORIENTATION AND SERVICE MARKETING

Peter Weinberg, Universitat des Saarlandes, Germany

Customer orientation is one of the most critical business success factors, therefore most companies are seriously concerned about building strong relationships with their customers. The session discusses two approaches which explain "customer orientation" from the point of view of consumer behavior research. Additionally the relation between customers and brands, people as institutions is examined in particular. In this context it is shown how close customer relations can be realized by creating clear and distinguished brand images. In a final presentation a theoretical basis for an understanding of actual insurance decisions is outlined and preliminary results from experiments dealing with insurance distribution are discussed. The implications of these findings are discussed.

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Authors

Peter Weinberg, Universitat des Saarlandes, Germany



Volume

E - European Advances in Consumer Research Volume 3 | 1998



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