Competitive and economic advantages stemming from the strengthening of customer relationships have been widely tested and discussed by practitioners and scholars in the relationship marketing and in the customer satisfaction and postconsumption research fields. The paper proposes a dynamic model of customer loyalty, in the marketing relationship perspective. After a brief illustration of the model, the paper focalizes on one of the most innovative customer relationship management in Italy, the CRM in Omnitel. Omnitel Vodafone is one of the leading company in the mobile communications business in the world. Since this business is hypercompetitive, the relevance of customer loyalty is very high. The paper illustrates the CRM activities in Omnitel, in order to provide managerial implications and to indicate future directions for the research about CRM.
Addis, M., Bona, F., Costabile, M., Padula, G. (2002). The Customer Relationship Management in Omnitel Vodafone. In Customer Relationship Management in the Era of Globalization, 6th Research Conference on Relationship Marketing & CRM.
The Customer Relationship Management in Omnitel Vodafone
ADDIS, MICHELA;
2002-01-01
Abstract
Competitive and economic advantages stemming from the strengthening of customer relationships have been widely tested and discussed by practitioners and scholars in the relationship marketing and in the customer satisfaction and postconsumption research fields. The paper proposes a dynamic model of customer loyalty, in the marketing relationship perspective. After a brief illustration of the model, the paper focalizes on one of the most innovative customer relationship management in Italy, the CRM in Omnitel. Omnitel Vodafone is one of the leading company in the mobile communications business in the world. Since this business is hypercompetitive, the relevance of customer loyalty is very high. The paper illustrates the CRM activities in Omnitel, in order to provide managerial implications and to indicate future directions for the research about CRM.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
