The universal model of stages of customer relationships as a tool for effective managing with personal sales in the context of relationship marketing

Elena S. Kiseleva, Elena V. Yakimenko, Elena T. Sakharova, Nathalia V. Khmelkova, Pavel A. Neverov

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Methodical management positions of personal sales in relationship marketing context are discussed. Simple factors of relationships, such as high quality, reasonable price products, high quality service, psychological comfort, the presence of system to encourage customers, no risk, decency employees, the company's reliability, easy access to employee, remuneration for participation in the events are revealed. On the basis of the factors identified by simple relationships, factors influencing the relationship between the customer and the company: satisfaction, trust and involvement are marked. Based on analysis of existing models of customer relationships offered by Dwyer, Payne, Kotler a universal model of stages of customer relationships is offered. The model is a valuable tool for improving relationships with customers in modern market environment. Definitions of satisfaction, trust and involvement are introduced. The author's recommendations for employees to raise the level of satisfaction, trust and involvement are implemented.

Original languageEnglish
Title of host publicationProceedings of the 28th International Business Information Management Association Conference - Vision 2020
Subtitle of host publicationInnovation Management, Development Sustainability, and Competitive Economic Growth
EditorsKhalid S. Soliman
PublisherInternational Business Information Management Association, IBIMA
Pages2821-2826
Number of pages6
ISBN (Electronic)9780986041983
Publication statusPublished - 2016
Event28th International Business Information Management Association Conference - Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth - Seville, Spain
Duration: 9 Nov 201610 Nov 2016

Publication series

NameProceedings of the 28th International Business Information Management Association Conference - Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth

Conference

Conference28th International Business Information Management Association Conference - Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth
CountrySpain
CitySeville
Period9.11.1610.11.16

Keywords

  • Involvement
  • Personal sales
  • Relationship marketing
  • Relationships
  • Satisfaction
  • Trust
  • Universal model of stages of customer relationships

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems and Management

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