IS THERE A FE(MALE) APPROACH IN CUSTOMER RELATIONSHIP MANAGEMENT?
ABSTRACT: Customer
relationship management (CRM) has been the favorite topic of scores of
marketing consultants and academicians for over a decade. CRM approaches marketing
as dating in which the marketer attempts to turn strangers into friends and
friends into lifetime partners and to retain the loyalty of the right customers
for this is the key to long-term profits in a company. Gender theories posit
that women and men behave differently, and that they approach things
differently. Moreover, these theories have documented a picture of women are
being more expert and motivated relationship psychologists than men, as more
active in their relationship monitoring, and as more oriented toward the
maintenance and success of their relationships. Based on these theories, this
paper develops some propositions to facilitate its empirical testing related to
relationship communication and relationship dissolution in business market. The
contribution of this paper is twofold. First, it attempts to create more
insight into areas where relationship marketing research to date has not been
abundant. Second, this paper attempts to contribute to methodological
development of measuring relationship success by systematically distinguishing
between good communication relationship and good management relationship.
Keywords: customer
relationship management, relationship communication, relationship dissolution
Penulis: Tedy Herlambang
Kode Jurnal: jpmanajemendd090204
