Customer Energy in Relationships

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dc.contributor Svenska handelshögskolan, institutionen för marknadsföring, marknadsföring sv
dc.contributor Hanken School of Economics, Department of Marketing, Marketing en Heinonen, Kristina Mickelsson, Jakob Strandvik, Tore 2010-08-09T08:01:33Z fi 2011-03-02T14:12:28Z 2010-08-09T08:01:33Z fi 2011-03-02T14:12:28Z 2010-08-09
dc.identifier.isbn 978-952-232-093-3
dc.identifier.issn 0357-4598
dc.identifier.uri URN:ISBN:978-952-232-093-3
dc.description.abstract All companies have a portfolio of customer relationships. From a managerial standpoint the value of these customer relationships is a key issue. The aim of the paper is to introduce a conceptual framework for customers’ energy towards a service provider. Customer energy is defined as the cognitive, affective and behavioural effort a customer puts into the purchase of an offering. It is based on two dimensions: life theme involvement and relationship commitment. Data from a survey study of 425 customers of an online gambling site was combined with data about their individual purchases and activity. Analysis showed that involvement and commitment influence both customer behaviour and attitudes. Customer involvement was found to be strongly related to overall spending within a consumption area, whereas relationship commitment is a better predictor of the amount of money spent at a particular company. Dividing the customers into four different involvement / commitment segments revealed differences in churn rates, word-of-mouth, brand attitude, switching propensity and the use of the service for socializing. The framework provides a tool for customer management by revealing differences in fundamental drivers of customer behaviour resulting in completely new customer portfolios. Knowledge of customer energy allows companies to manage their communication and offering development better and provides insight into the risk of losing a customer. fi
dc.language.iso en
dc.publisher Svenska handelshögskolan sv
dc.publisher Hanken School of Economics en
dc.relation.ispartofseries Working Papers
dc.relation.ispartofseries 553
dc.rights Publikationen är skyddad av upphovsrätten. Den får läsas och skrivas ut för personligt bruk. Användning i kommersiellt syfte är förbjuden. sv
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject involvement fi
dc.subject commitment fi
dc.subject customer energy fi
dc.subject segmentation fi
dc.subject customer portfolio fi
dc.subject customer dominant logic fi
dc.subject.other Marketing fi
dc.title Customer Energy in Relationships fi

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