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

Bang Nguyen; Sooyeon Nikki  Lee-Wingate; Lyndon Simkin

doi:10.1362/204440814X14103454934177

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

Bang Nguyen, Sooyeon Nikki Lee-Wingate, Lyndon Simkin

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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 language	English
Pages (from-to)	207-230
Number of pages	24
Journal	Social Business
Volume	4
Issue number	3
DOIs	https://doi.org/10.1362/204440814X14103454934177
Publication status	Published - 1 Sept 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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10.1362/204440814X14103454934177

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Lyndon Simkin
- Research Centre for Business in Society - Centre Director
Person: Professional Services

Cite this

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

Abstract

Bibliographical note

Keywords

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Lyndon Simkin

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