The customer relationship management paradox: Five steps to create a fairer organisation

Bang Nguyen, Sooyeon Nikki Lee-Wingate, Lyndon Simkin

Research output: Contribution to journalArticle

12 Downloads (Pure)

Abstract

Favouritism of customers reveals great benefits, as focusing on the most profitable customers ensures better use of marketing resources. Scholars suggest, however, that such favouritism imposes a danger to customer management, potentially creating perceptions of discrimination. We explore the fairness of differential customer management practices and propose a framework contributing to fairer marketing practices with implications for social businesses.
Original languageEnglish
Pages (from-to)207-230
Number of pages24
JournalSocial Business
Volume4
Issue number3
DOIs
Publication statusPublished - 1 Sep 2014

    Fingerprint

Bibliographical note

Author Posting © Westburn Publishers Ltd, 2014. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Social Business, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Social Business Vol.4, Autumn 2014, No.3, pp.207-230, doi: http://dx.doi.org/ 10.1362/204440814X14103454934177

Keywords

  • CUSTOMER MANAGEMENT
  • DIFFERENTIAL TREATMENT
  • FAIRNESS
  • MARKETING
  • PARADOX
  • RELATIONSHIPS
  • SOCIAL BUSINESS

Cite this