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Future Trends

Implications for Theory and Practice

The model proposed below could have several implications for marketing practice. For instance, while relationship marketing theory has recently received inspired attention through the prevalence and widespread adoption of customer relationship management (CRM) tools, the users of these tools have tended to focus only on the purchasing characteristics of customers whilst ignoring those factors that drive loyal relationships.

The enhanced model for CRM could assist marketing managers to identify these factors, and achieve the espoused financial benefits that flow from a loyal and dedicated customer base. In particular, the framework could assist marketers by identifying the key drivers of ’service quality’ and ’relationship quality’ in the on-line context, and in doing so, impact on the task of moving customers up the ’loyalty ladder’ from a prospect, to a supporter, to a partner (Payne, 1991).


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