What is the Role of the Relationship in CRM? Exploring the Gaps Between Intended and Actual Behavior: An Abstract

academy marketing science conference（2018）

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Abstract

Fundamental to CRM theory is the establishment of a relationship which becomes deeper and more meaningful over time and will result in customer loyalty and increased customer equity. What happens however, when a customer “in a relationship” is ready to make a purchase? Do they purchase from the firm who has invested in them over time or become seduced by a more attractive offer?

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