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Summary of the SOSE VIN retention indicator in 2018 for the brand x 2 in 2013−2018 in the studied organization
Source publication
Purpose: The main purpose of the work is to present the results of the customer retention level in the automotive sector based on the proposed measurement indicators: “serviced and sold” (SESO) and “sold and serviced” (SOSE).
Contexts in source publication
Context 1
... Sliż, Liwia Delińska Figure 4 presents a partial summary of the SOSE indicator, including the types of repairs tested for brand x 2 . A detailed assessment of the data provided evidence that the retention level for all types of repairs decreases over the five-year product life period. ...
Context 2
... the described brand, the retention level does not decrease after three years of exploitation, but after two years, with a clear indication that the value of SOSE for both brands in the second year is similar: -0.65 and 0.73, respectively for brand x 1 and brand x 2 . The level of retention presented in Figure 4 was consulted with automotive market experts working at the authorized service station of the tested brands x 1 and x 2 . The high level of retention for brand x 2 was determined by the high defectiveness of cars produced in 2013-2014. ...
Context 3
... Sliż, Liwia Delińska Figure 4 presents a partial summary of the SOSE indicator, including the types of repairs tested for brand x 2 . A detailed assessment of the data provided evidence that the retention level for all types of repairs decreases over the five-year product life period. ...
Context 4
... the described brand, the retention level does not decrease after three years of exploitation, but after two years, with a clear indication that the value of SOSE for both brands in the second year is similar: -0.65 and 0.73, respectively for brand x 1 and brand x 2 . The level of retention presented in Figure 4 was consulted with automotive market experts working at the authorized service station of the tested brands x 1 and x 2 . The high level of retention for brand x 2 was determined by the high defectiveness of cars produced in 2013-2014. ...
Citations
... In addition, this approach helps distinguish the company from its competitors by offering products and services based on customers' needs and preferences. Customer retention is more likely to occur if customers feel that the organization values them and their performance (Sliz & Delińska, 2021). For example, responding to customer feedback can build company-customer relationships and trust by creating a sense of belonging where customers feel like they are part of the company's processes or communities. ...
Relationship marketing is the process of establishing, maintaining, and improving solid relationships with a company’s customers and other stakeholders. Relationship marketing can significantly impact customer satisfaction, trust, commitment, and communication, which are critical in customer retention and increasing the probability of using a company’s products or services in the future. With globalization and technological advancements, competition and consumer demands have become more complicated, prompting firms to employ strategies that strengthen customer loyalty and trust for long-term relationships. This paper aims to identify research trends in the field through a systematic bibliometric literature review of research on relationship marketing and customer retention. The review includes 61 articles published in the Scopus® database, presenting up-to-date knowledge on the topic. The bibliographic search included peer-reviewed articles published up to 2022. The findings indicate that relationship marketing provides a win-win solution: customers benefit from special and unique treatment under relationship marketing, and companies benefit from stronger customer relationships that eventually translate to higher profitability and performance in target markets’ marketing initiatives. Relationship marketing produces multiple opportunities and benefits that facilitate the creation, maintenance, and improvement of customer retention programs.
... For example, they must understand the physical and technological aspects of the services provided. This knowledge appeals to target customers and can influence their perceptions and willingness to engage in a business relationship (Sliz & Delińska, 2021). ...
Relationship marketing reflects a business philosophy and strategic orientation that allows companies to focus on satisfying the needs of current customers to retain them rather than acquiring new ones. This investigation analyzes how the relationship between relationship marketing and customer satisfaction is processed. In this sense, a systematic review of the bibliometric literature was carried out based on 61 scientific articles published in the Scopus™ database. The literature review reveals that relationship marketing influences customer satisfaction in several ways. It is concluded that personalizing the service and the product is fundamental in building long-lasting and successful relationships and increasing customer satisfaction. In addition, relationship marketing builds trust and commitment, resulting in higher customer satisfaction and willingness to participate in mutually beneficial relationships. Finally, we classify future research agendas into three broad categories: the impact of emerging technologies on customer satisfaction; the role of personalization and customization in relationship marketing and its impact on customer satisfaction; and the relationship between sustainability, ethical practices, and customer satisfaction. JEL classification: M10; M31; O30.
... CLV analysis allows businesses to identify the most profitable customers and develop strategies to retain them, thus maximizing their long-term profitability (Bolancé et al., 2018). Firms can use this analysis to allocate marketing resources more efficiently, target customers who are likely to yield the highest return on investment, and devise personalized customer retention strategies (Sliż & Delińska, 2021). ...
In recent years, there has been a growing interest in analyzing Customer Lifetime Value (CLV) due to its ability to provide valuable insights into customer profitability and worth. CLV analysis predicts the net profit attributed to the entire future relationship with a customer. This analysis involves calculating the present value of a customer's expected future spending with the company, facilitating an understanding of the economic value of long-term customer relationships. CLV analysis empowers businesses to identify their most profitable customers and develop strategies for retaining them, ultimately maximizing long-term profitability. CLV analysis relies on various models and techniques, including the RFM analysis categorizes customers based on recency, frequency, and monetary value, helping to segment customers and predict future behavior. Then, The Pareto/NBD model combines probability distributions to estimate CLV and is commonly used for customer base analysis. This research article explores the application of RFM analysis for estimating customer lifetime value using the Pareto/NBD model in an online retail dataset. This metric is crucial for businesses as it assists in identifying valuable customers and formulating retention strategies to maximize long-term profitability.
... For example, they must understand the physical and technological aspects of the services provided. This knowledge appeals to target customers and can influence their perceptions and willingness to engage in a business relationship (Sliz & Delińska, 2021). ...
Relationship marketing reflects a business philosophy and strategic orientation that allows companies to focus on satisfying the needs of current customers to retain them rather than acquiring new ones. This investigation analyzes how the relationship between relationship marketing and customer satisfaction is processed. In this sense, a systematic review of the bibliometric literature was carried out based on 61 scientific articles published in the Scopus™ database. The literature review reveals that relationship marketing influences customer satisfaction in several ways. It is concluded that personalizing the service and the product is fundamental in building long-lasting and successful relationships and increasing customer satisfaction. In addition, relationship marketing builds trust and commitment, resulting in higher customer satisfaction and willingness to participate in mutually beneficial relationships. Finally, we classify future research agendas into three broad categories: the impact of emerging technologies on customer satisfaction; the role of personalization and customization in relationship marketing and its impact on customer satisfaction; and the relationship between sustainability, ethical practices, and customer satisfaction. Marketing relacional y satisfacción del cliente: una revisión sistemática de la literatura Resumen El marketing relacional refleja una filosofía empresarial y una orientación estratégica que permite a las empresas centrarse en satisfacer las necesidades de los clientes actuales para retenerlos en lugar de adquirir nuevos. Esta investigación tiene como objetivo analizar cómo se procesa la relación entre el marketing relacional y la satisfacción del cliente. En este sentido, se realizó una revisión sistemática de la literatura bibliométrica a partir de 61 artículos científicos publicados en la base de datos Scopus™. La revisión de la literatura revela que el marketing relacional influye en la satisfacción del cliente de varias maneras. Se concluye que personalizar el servicio y el producto es fundamental para construir relaciones duraderas y exitosas y aumentar la satisfacción del cliente. Además, el marketing relacional genera confianza y compromiso, lo que da como resultado una mayor satisfacción del cliente y la voluntad de participar en relaciones mutuamente beneficiosas. Finalmente, clasificamos las agendas de investigación futuras en tres categorías amplias: el impacto de las tecnologías emergentes en la satisfacción del cliente; el papel de la personalización en el marketing relacional y su impacto en la satisfacción del cliente; y la relación entre sostenibilidad, prácticas éticas y satisfacción del cliente. Palabras clave: compromiso; comunicación; personalización; confianza; VOSviewer. Marketing de relacionamento e satisfação do cliente: Uma revisão sistemática daLiteratura Resumo O marketing de relacionamento reflete uma filosofia corporativa e uma orientação estratégica que permite que as empresas se concentrem em satisfazer as necessidades dos clientes existentes para retê-los, em vez de adquirir novos clientes. Esta pesquisa pretende analisar como se processa a relação entre o marketing de relacionamento e a satisfação do cliente. Nesse sentido, foi realizada uma revisão bibliométrica sistemática da literatura, com base em 61 artigos científicos publicados no banco de dados Scopus™. A análise da literatura revela que o marketing de relacionamento influencia a satisfação do cliente de várias maneiras. Conclui-se que a personalização do serviço e do produto é fundamental para criar relacionamentos duradouros e bem-sucedidos e aumentar a satisfação do cliente. Além disso, o marketing de relacionamento gera confiança e comprometimento, resultando em maior satisfação do cliente e disposição para se envolver em relacionamentos mutuamente benéficos. Finalmente, classificamos as futuras agendas de pesquisa em três grandes categorias: o impacto das tecnologias emergentes na satisfação do cliente; o papel da personalização no marketing de relacionamento e seu impacto na satisfação do cliente; e a relação entre sustentabilidade, práticas éticas e satisfação do cliente.
اهتم البحث الحالي بتحديد نوع وقوة العلاقة بين التسويق بالمحتوى والإحتفاظ بالعملاء ، وبين قيمة العلامة التجارية والإحتفاظ بالعملاء ،وبين التسويق بالمحتوى وقيمة العلامة التجارية ،
