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

Bang Nguyen, Sooyeon Nikki Lee-Wingate, Lyndon Simkin

    Research output: Contribution to journalArticlepeer-review

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    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

    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

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