Skip to main content
main-content
Top

Hint

Swipe to navigate through the articles of this issue

Published in: Marketing Review St. Gallen 6/2015

01-12-2015 | Schwerpunkt

Kundenstatus im Vertrieb: Dos and Don’ts

Authors: Dr. Hauke Wetzel, Dipl.-Kfm. Sebastian Klein, Prof. Dr. Maik Hammerschmidt

Published in: Marketing Review St. Gallen | Issue 6/2015

Login to get access
share
SHARE

Auszug

Trotz der gängigen Differenzierung von Kunden nach ihrer Wichtigkeit für den Vertrieb fehlt es oft an Wissen zum Management des hieraus entstehenden Kundenstatus. Dieser Beitrag identifiziert zentrale Herausforderungen von Statushierarchien und zeigt, wie deren Potenziale voll ausgeschöpft werden können. …
Literature
go back to reference Berry, J. (2014): Fears for Tiers: 2014 COLLOQUY Study on Attitudes Toward Membership Status in Loyalty Programs, Report, COLLOQUY, Cincinnati, OH. Berry, J. (2014): Fears for Tiers: 2014 COLLOQUY Study on Attitudes Toward Membership Status in Loyalty Programs, Report, COLLOQUY, Cincinnati, OH.
go back to reference Boyd, H. C./Helms, J. E. (2005): Consumer entitlement theory and measurement, in: Psychology & Marketing, 22, 3, S. 271–286. CrossRef Boyd, H. C./Helms, J. E. (2005): Consumer entitlement theory and measurement, in: Psychology & Marketing, 22, 3, S. 271–286. CrossRef
go back to reference Brady, M. K./Voorhees, C. M./Brusco, M. J. (2012): Service Sweethearting: Its Antecedents and Customer Consequences, in: Journal of Marketing, 76, 2, S. 81–98. CrossRef Brady, M. K./Voorhees, C. M./Brusco, M. J. (2012): Service Sweethearting: Its Antecedents and Customer Consequences, in: Journal of Marketing, 76, 2, S. 81–98. CrossRef
go back to reference Darke, P. R./Dahl, D. W. (2003): Fairness and discounts: the subjective value of a bargain, in: Journal of Consumer Psychology, 13, 3, S. 328–338. CrossRef Darke, P. R./Dahl, D. W. (2003): Fairness and discounts: the subjective value of a bargain, in: Journal of Consumer Psychology, 13, 3, S. 328–338. CrossRef
go back to reference Drèze, X./Nunes, J. C. (2009): Feeling superior: the impact of loyalty program structure on consumers’ perceptions of status, in: Journal of Consumer Research, 35, 6, S. 890–905. CrossRef Drèze, X./Nunes, J. C. (2009): Feeling superior: the impact of loyalty program structure on consumers’ perceptions of status, in: Journal of Consumer Research, 35, 6, S. 890–905. CrossRef
go back to reference Eggert, A./Steinhoff, L./Garnefeld, I. (2015): Managing the bright and dark sides of status endowment in hierarchical loyalty programs, in: Journal of Service Research, 18, 2, S. 210–228. CrossRef Eggert, A./Steinhoff, L./Garnefeld, I. (2015): Managing the bright and dark sides of status endowment in hierarchical loyalty programs, in: Journal of Service Research, 18, 2, S. 210–228. CrossRef
go back to reference Henderson, C. M./Beck, J. T./Palmatier, R. W. (2011): Review of the theoretical underpinnings of loyalty programs, in: Journal of Consumer Psychology, 21, 3, S. 256–276. CrossRef Henderson, C. M./Beck, J. T./Palmatier, R. W. (2011): Review of the theoretical underpinnings of loyalty programs, in: Journal of Consumer Psychology, 21, 3, S. 256–276. CrossRef
go back to reference Homburg, C./Droll, M./Totzek, D. (2008): Customer prioritization: Does it pay off, and how should it be implemented? In: Journal of Marketing, 72, 5, S. 110–130. CrossRef Homburg, C./Droll, M./Totzek, D. (2008): Customer prioritization: Does it pay off, and how should it be implemented? In: Journal of Marketing, 72, 5, S. 110–130. CrossRef
go back to reference Jiang, L./Hoegg, J./Dahl, D. W. (2013): Consumer reaction to unearned preferential treatment, in: Journal of Consumer Research, 40, 3, S. 412–427. CrossRef Jiang, L./Hoegg, J./Dahl, D. W. (2013): Consumer reaction to unearned preferential treatment, in: Journal of Consumer Research, 40, 3, S. 412–427. CrossRef
go back to reference Kivetz, R./Urminsky, O./Zheng, Y. (2006): The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention, in: Journal of Marketing Research, 43, 1, S. 39–58. CrossRef Kivetz, R./Urminsky, O./Zheng, Y. (2006): The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention, in: Journal of Marketing Research, 43, 1, S. 39–58. CrossRef
go back to reference Kumar, V./Shah, D. (2004): Building and sustaining profitable customer loyalty for the 21st century, in: Journal of Retailing, 80, 4, S. 317–329. CrossRef Kumar, V./Shah, D. (2004): Building and sustaining profitable customer loyalty for the 21st century, in: Journal of Retailing, 80, 4, S. 317–329. CrossRef
go back to reference Lacey, R./Suh, J./Morgan, R. M. (2007): Differential effects of preferential treatment levels on relational outcomes, in: Journal of Service Research, 9, 3, S. 241–256. CrossRef Lacey, R./Suh, J./Morgan, R. M. (2007): Differential effects of preferential treatment levels on relational outcomes, in: Journal of Service Research, 9, 3, S. 241–256. CrossRef
go back to reference McFerran, B./Argo, J. J. (2014): The entourage effect, in: Journal of Consumer Research, 40, 5, S. 871–884. CrossRef McFerran, B./Argo, J. J. (2014): The entourage effect, in: Journal of Consumer Research, 40, 5, S. 871–884. CrossRef
go back to reference Rust, R. T./Lemon, K. N./Zeithaml, V. A. (2004): Return on marketing: Using customer equity to focus marketing strategy, in: Journal of Marketing, 68, 1, S. 109–127. CrossRef Rust, R. T./Lemon, K. N./Zeithaml, V. A. (2004): Return on marketing: Using customer equity to focus marketing strategy, in: Journal of Marketing, 68, 1, S. 109–127. CrossRef
go back to reference Steinhoff, L./Palmatier, R. (2016): Understanding loyalty program effectiveness: Managing target and bystander effects, in: Journal of the Academy of Marketing Science, forthcoming. Steinhoff, L./Palmatier, R. (2016): Understanding loyalty program effectiveness: Managing target and bystander effects, in: Journal of the Academy of Marketing Science, forthcoming.
go back to reference Wagner, T./Hennig-Thurau, T./Rudolph, T. (2009): Does customer demotion jeopardize loyalty? In: Journal of Marketing, 73, 3, S. 69–85. CrossRef Wagner, T./Hennig-Thurau, T./Rudolph, T. (2009): Does customer demotion jeopardize loyalty? In: Journal of Marketing, 73, 3, S. 69–85. CrossRef
go back to reference Wetzel, H. A./Hammerschmidt, M./Zablah, A. R. (2014): Gratitude versus entitlement: A dual process model of the profitability implications of customer prioritization, in: Journal of Marketing, 78, 2, S. 1–19. CrossRef Wetzel, H. A./Hammerschmidt, M./Zablah, A. R. (2014): Gratitude versus entitlement: A dual process model of the profitability implications of customer prioritization, in: Journal of Marketing, 78, 2, S. 1–19. CrossRef
go back to reference Wieseke, J./Alavi, S./Habel, J. (2014): Willing to Pay More, Eager to Pay Less: The Role of Customer Loyalty in Price Negotiations, in: Journal of Marketing, 78, 6, S. 17–37. CrossRef Wieseke, J./Alavi, S./Habel, J. (2014): Willing to Pay More, Eager to Pay Less: The Role of Customer Loyalty in Price Negotiations, in: Journal of Marketing, 78, 6, S. 17–37. CrossRef
Metadata
Title
Kundenstatus im Vertrieb: Dos and Don’ts
Authors
Dr. Hauke Wetzel
Dipl.-Kfm. Sebastian Klein
Prof. Dr. Maik Hammerschmidt
Publication date
01-12-2015
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 6/2015
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-015-0584-7