publication . Article . 2017

Being customer-centric through CRM metrics in the B2B market: the case of maritime shipping

Anestis K. Fotiadis; Chris A. Vassiliadis;
  • Published: 03 Apr 2017 Journal: Journal of Business & Industrial Marketing, volume 32, pages 347-356 (issn: 0885-8624, Copyright policy)
  • Publisher: Emerald
Purpose The purpose of this paper is to present a comparison between the traditional methods for the calculation of customer relationship performance and the modern metrics suggested by the current literature in business-to-business (B2B) markets using the Greek maritime shipping industry as an example. Design/methodology/approach The primary research was conducted in two phases: quantitative analysis of actual measurements and qualitative evaluation of the results. More specifically, in the first phase, the measures used were a collection of traditional and modern customer relationship management (CRM) metrics applied to actual historical data along with sta...
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free text keywords: Marketing, Business and International Management, Business sector, Business, Primary research, Customer base, Marketing, Qualitative research, Personally identifiable information, Business-to-business, business.industry, Customer relationship management, Empirical research
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