Building A Sustainable Customer Relationship In An Organization

    CHAPTER ONE INTRODUCTION 1.1   BACKGROUND TO THE STUDY Companies are increasingly focused on managing customer relationships because it explicitly recognizes the long-run value of potential and current customers, and seeks to increase revenues, profits, and shareholder value through targeted marketing activities directed toward developing, maintaining, and enhancing successful company-customer relationships (Berry, 1983; Morgan and Hunt, 1994; Gronroos, 1990). The activities involved in customer relationship building require an in-depth understanding of the underlying sources …