|
|
Introduction To Customer Relationship Study
The key to this business is personal relationships. Suddenly it was all clear. The answer was fewer clients. Caring for them, caring for ourselves, and the games too…We must crack open the tightly clenched fist and give back a little for the common good, we must simply be the best versions of ourselves…that goodness will be unbeatable and the money will appear.
—From Jerry Maguire (Crowe, 1996)
The field of marketing is grappling with a dramatic transformation (Grönroos, 1996; Gummeson, 1997; Kotler, 1991; Peppers & Rogers, 1993; Morgan & Hunt, 1994; Sheth, Gardner, & Garrett, 1988; Sheth & Sisodia, 1995; Webster, 1992; Zeithaml, Parasuraman, & Berry, 1990).