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Seven Barriers to Customer Equity Management
Abstract
The article reviews the evolution from brand-centered marketing to customer-centered marketing and the beginnings of a focus on viewing the customer as an asset. It illustrates the practice by describing the use of a loyalty program to identify and respond to high-potential customers in the market for business-class hotels. Next, it considers seven challenges that impede wider adoption of customer equity management and concludes with a schematic model of customer-centered marketing management.
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Claims the paper makes
Claims other papers make about this one
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Customers vary in their importance to service firms.
“Specifically, as suggested by that literature, customers vary in their importance to service firms, and their individual value should therefore be assessed (e.g., Bell et al. 2002;Hogan, Lemon, and Libai 2003;Venkatesan and Kumar 2004).”
From Recovery Voice and Satisfaction After Service Failure: An Experimental Investigation of Mediating and Moderating Factors (2007) · cites this paper as Bell et al. 2002
Citations
The citation lists haven’t been fetched yet
References 23 · Cited by 174
Research works printed but not linked: 20
- Amuso, Colleen, 2000, CRM Applications: Buy, Build or Outsource
- 10.1002/(SICI)1520-6653(199824)12:1<17::AID-DIR3>3.0.CO;2-K · DOI · Paper page
- Blattberg, Robert C., 1996, Harvard Business Review, 36
- Blattberg, Robert C., 2001, Customer Equity: Building and Managing Relationships as Valuable Assets
- Bodenberg, Thomas (2001), “Customer Relationship Management: New Ways of Keeping the Customer Satisfied,” Report No. R-1299-01-RR, the Conference Board, New York.
- Brady, Diane, 2000, Business Week, 118
- Deighton, John (2001), “Hilton H Honors Worldwide: Loyalty Wars,” Case Study No. 9-501-010, Harvard Business School Press, Boston.
- Jain, Dipak, 2002, Journal of Interactive Marketing, 16
- Peppers, Don, 1993, The One-to-One Future
- Peppers, Don, 2001, One-to-One B2B
- 10.1002/(SICI)1522-7138(199723)11:4<109::AID-DIR12>3.0.CO;2-G · DOI
- 10.1509/jmkg.64.4.17.18077 · DOI · Paper page
- Reinartz, Werner J., Journal of Marketing, 67
- Rust, Roland, 2000, Driving Customer Equity
- Schmittlein, David C., 1987, Management Science, 33, 635
- Sevin, Charles H., 1965, Marketing Productivity Analysis
- 10.1571/0609607723 · DOI
- 10.2307/1251799 · DOI
- 10.2307/2555667 · DOI
- Wolf, Brian P., 1996, Customer Specific Marketing: The New Power in Retailing
Metadata
- Authors
- Bell, D., Deighton, J., Reinartz, W. J., Rust, R. T., & Swartz, G.
- Affiliations
- University of Pennsylvania (US)
- Harvard University (US)
- INSEAD (FR)
- University of Maryland, College Park (US)
- Market Bridge
- Venue
- Journal of Service Research
- Publisher
- SAGE Publications
- Published
- 2002-08
- Volume
- 5
- Issue
- 1
- Pages
- 77-85
- ISSN
- 1094-6705 (ISSN-L)
- 1552-7379
- OpenAlex
- W2140519362
- Cited by
- 174
- References
- 23
- Citations by year
- 2025: 2 · 2024: 1 · 2023: 6 · 2022: 4 · 2021: 3 · 2020: 5 · 2019: 2 · 2018: 2 · 2017: 5 · 2016: 2 · 2015: 3 · 2014: 9 · 2013: 8 · 2012: 14
- FWCI
- 14.05
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Service Research (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Customer churn and segmentation
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- customer-centric marketing, loyalty programs, barriers to adoption, marketing management model
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