Basic Issues in Relationship Marketing: T. Hennig-Thurau, U. Hansen: Relationship Marketing - Some Reflections on the State-of-the-Art of the Relational Concept.- Introduction; Where We are Today: Important Findings; Looking Ahead: Some Emerging Perspectives; Concluding Remarks; H. Diller: Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers.- Loyalty and Relationship Marketing; Conceptionalization of Customer Bonding and Loyalty; The Economic Effects of Customer Loyalty; The Quality of Loyalty; The Degree of Loyalty: Empirical Impressions; Motivators and Demotivators of Loyalty; Principles of Relationship Marketing; K. Chojnacki: Relationship Marketing at VOLKSWAGEN.- Introduction; Identifying the Need for Relationship Marketing: From Product Orientation to Customer-Driven Change; Quality not Quantity - What Kind of Information is Needed for Relationship Marketing?; Giving Customers Reasons to Stay Loyal; The VOLKSWAGEN Club and Card Concept: Managing Relationships on a One-to-One Basis; Effective Database Management Must be Part of Relationship Marketing; Conclusion; O. Hupp: Relationship Marketing at LOEWE OPTA.- A Brief Introduction to LOEWE OPTA; Relationship Marketing - The LOEWE Perspective; Summary and Outlook; Strategic Options in Relationship Marketing: R. Morgan, T. Crutchfield; R. Lacey: Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs.- Introduction; Retention Programs and Sustainable Competitive Advantage; Behaviors vs. Attitudes: The Implications for Customer Loyalty; The Relationship-Based Customer Retention Program: Building Trust and Loyalty Through the Economic; Resource, and Social Content of Marketing Relationships; J. Barnes: Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customer.- Introduction; Customer Relationships; Research Propositions; Methodology and Operationalization; Results; Conclusions and Implications; A. Meyer, C. Blümelhuber: Relationship Marketing Success Through Investments in Services.- About a Little Bicycle Shop and a Great Model: 'Let WALMART Come - I`m Ready'; Customer Loyalty: The Term and its Use; Value-Added Services and their Contribution to Customer Loyalty; Selected Strategic Questions: 'Which' and 'How'; Conclusion: Is Service the Most Important Factor?; T. Hennig-Thurau: Relationship Marketing Success Through Investments in Customers.- Introduction; The Concept of Investments in Customers: Increasing Customer Skills; The Influence of Increased Customer Skills on Relationship Quality in Markets for Consumer Goods; Empirical Results; Discussion of Results and Some Steps Toward the Development of a Broader Perspective; Summary and Outlook; M. Lohrum: Relationship Marketing Success Through Investments in Products - The Case of BSH.- Product Design in the Era of Relationship Marketing: Where We Stand Today; User-Friendly and Barrier-Free Products for All: Using 'Handicapped' Individuals as a Reference Point; BSH Opinions and Objectives; Establishing BSH Benchmarks; Implementation in Product Design; Conclusion; Personnel as a Key to Relationship Marketing Success: V. Liljander: The Importance of Internal Relationships Marketing for External Relationship Success.- Background; Customer Relationships; Employee Relationships; Discussion; K. Jeschke, H. Schulze, J. Bauersachs: Internal Marketing and its Consequences for Complaint Handling Effectiveness.- Conceptional Framework; Complaint Management and Internal Marketing: The Expression of a Customer and Employee-Oriented Marketing Concept; Internal Marketing Approaches for Promoting Effective Complaint Management; Conclusion; S. Dahle: Increasing Customer Satisfaction through the Empowerment of Service Personnel in Retailing Organizations.- sakriti opis