Winning customer loyalty with customer benefits

Oliver Conze

2007

The concept of customer value was established to manage customer relations in marketing. When designing actions to increase customer loyalty, the value that a customer represents for a provider is often at the forefront. However, customer benefits from maintaining business relationships with one provider are often overlooked.

Oliver Conze analyzes the influence of customer benefits on customer loyalty. Using an empirical study, he presents the different levels of influence on customer loyalty, which are weighted individually by customer. He then proceeds to describe three different types of customer relations. This classification enables taking a differentiated approach to customer relations management. Finally, he provides recommendations for the effective and customer-oriented management of customer relations.