Marketing de Servicios 6ta Ed, Christopher Lovelock

19. Roger Hallowell, “The Relationships of Customer Satisfaction,
Customer Loyalty, and Profitability: An Empirical
Study”, International Journal of Service Industry Management,
7, No. 4 (1996): 27-42.
20. Reichheld, Loyalty Rules-How Today’s Leaders Build Lasting
Relationships: 43, 84-85.
21. David Rosenblum, Doug Tomlinson y Larry Scott,
“Bottom-Feeding for Blockbuster Business”, Harvard
Business Review, 81 (marzo, 2003): 52-59.
22. Ravi Dhar y Rashi Glazer, “Hedging Customers”, Harvard
Business Review, 81 (mayo, 2003): 86-92.
23. David H. Maister, True Professionalism, Nueva York: The
Free Press, 1997 (vea especialmente el capítulo 20).
24. Valarie A. Zeithaml, Roland T. Rust y Katharine N. Lemon,
“The Customer Pyramid: Creating and Serving
Profitable Customers”, California Management Review, 43,
No. 4 (verano, 2001): 118-142.
25. Werner J. Reinartz y V. Kumar, “The Impact of Customer
Relationship Characteristics on Profitable Lifetime Duration”,
Journal of Marketing, 67, No. 1 (2003): 77-99.
26. Elizabeth Esfahani, “How to Get Tough with Bad Customers”,
ING Direct, octubre, 2004, y http://home.ingdirect.com,
revisado el 19 de enero de 2006.
27. No sólo hay una relación positiva entre la satisfacción y
los gastos del cliente, el mayor impacto positivo se observa
en los niveles más altos de satisfacción. Para los detalles
vea Timothy L. Keiningham, Tiffany Perkins-Munn y
Heather Evans, “The Impact of Customer Satisfaction on
Share of Wallet in a Business-to-Business Environment”,
Journal of Service Research, 6, No. 1 (2003): 37-50.
28. Florian v. Wangenheim, “Postswitching Negative Word
of Mouth”, Journal of Service Research, 8, No. 1 (2005):
67-78.
29. Das Narayandas, “Building Loyalty in Business Markets”,
Harvard Business Review, 83 (septiembre, 2005):
131-139; Piyush Kumar, “The Impact of Long-Term
Client Relationships on the Performance of Business
Service Firms”, Journal of Service Research, 2 (agosto,
1999): 4-18.
30. Leonard L. Berry y A. Parasuraman, Marketing Services-
Competing Through Quality. Nueva York: The Free Press,
1991: 136-142; Valarie A. Zeithaml, Mary Jo Bitner y
Dwayne D. Gremler, Services Marketing, 4a ed., Nueva
York: McGraw-Hill, 2006: 196-201.
31. Michael Lewis, “The Influence of Loyalty Programs and
Short-Term Promotions on Customer Retention”, Journal
of Marketing Research, 41 (agosto, 2004): 281-292.
32. Mark S. Rosenbaum, Amy L. Ostrom y Ronald Kuntze,
“Loyalty Programs and a Sense of Community”, Journal
of Services Marketing, 19, No. 4 (2005): 222-233; Isabelle
Szmigin, Louise Canning y Alexander E. Reppel, “Online
Community: Enhancing the Relationship Marketing
Concept Through Customer Bonding”, International
Journal of Service Industry Management, 16, No. 5 (2005):
480-496; Inger Roos, Anders Gustafsson y Bo Edvardsson,
“The Role of Customer Clubs in Recent Telecom
Relationships”, International Journal of Service Industry
Management, 16, No. 5 (2005): 436-454.
33. Don Peppers y Martha Rogers, The One-to-One Manager,
Nueva York: Currency/Doubleday, 1999.
34. Bernd Stauss, Maxie Schmidt y Adreas Schoeler, “Customer
Frustration in Loyalty Programs”, International
Journal of Service Industry Management, 16, No. 3 (2005):
229-252.
35. Vea, por ejemplo, Iselin Skogland y Judy Siguaw, “Are
Your Satisfied Customers Loyal?”, Cornell Hotel and
Restaurant Administration Quarterly, 45, No. 3 (2004):
221-234.
36. Ruth N. Bolton, P. K. Kannan y Matthew D. Bramlett,
“Implications of Loyalty Program Membership and
Service Experience for Customer Retention and Value”,
Journal of the Academy of Marketing Science, 28, No. 1
(2000): 95-108; Michael Lewis, “The Influence of Loyalty
Programs and Short-Term Promotions on Customer Retention”,
Journal of Marketing Research, 41, No. 3 (2004):
281-292.
37. Dowling y Uncles, “Do Customer Loyalty Programs
Really Work?”
38. Susan M. Keaveney, “Customer Switching Behavior in
Service Industries: An Exploratory Study”, Journal of
Marketing, 59 (abril, 1995): 71-82.
39. Para un análisis más detallado de la conducta de cambio
específica en ciertas situaciones, vea Inger Roos, Bo Edvardsson
y Anders Gustafsson, “Customer Switching
Patterns in Competitive and Noncompetitive Service
Industries”, Journal of Service Research, 6, No. 3 (2004):
256-271.
40. Shun Yin Lam, Venkatesh Shankar, M. Krishna Erramilli
y Bvsan Murthy, “Customer Value, Satisfaction, Loyalty,
and Switching Costs: An Illustration from a Business-to-
Business Service Context”, Journal of the Academy of Marketing
Science, 32, No. 3 (2004): 293-311; Moonkyu Lee y
Lawrence F. Cunningham, “A Cost/Benefit Approach to
Understanding Loyalty”, Journal of Services Marketing, 15,
No. 2 (2001): 113-130; Simon J. Bell, Seigyoung Auh y Karen
Smalley, “Customer Relationship Dynamics: Service
Quality and Customer Loyalty in the Context of Varying
Levels of Customer Expertise and Switching Costs”,
Journal of the Academy of Marketing Science, 33, No. 2
(2005): 169-183.
41. Lesley White y Venkat Yanamandram, “Why Customers
Stay: Reasons and Consequences of Inertia in Financial
Services”, International Journal of Service Industry Management,
14, No. 3 (2004): 183-194.
42. V. Kumar y Werner J. Reinartz, Customer Relationship Management:
A Database Approach, Hoboken, NJ: John Wiley
& Sons, 2006; Kevin N. Quiring y Nancy K. Mullen, “More
Than Data Warehousing: An Integrated View of the
Customer”, en John G. Freeland, ed., The Ultimate CRM
Handbook-Strategies & Concepts for Building Enduring Customer
Loyalty & Profitability, Nueva York: McGraw-Hill,
200: 102-108.
43. Esta sección se adaptó de: Adrian Payne y Pennie Frow,
“A Strategic Framework for Customer Relationship
Management”, Journal of Marketing, 69 (octubre, 2005):
167-176.
44. William Boulding, Richard Staelin, Michael Ehret y Wesley
J. Johnston, “A Customer Relationship Management
Roadmap: What Is Known, Potential Pitfalls, and Where
to Go”, Journal of Marketing, 69, No. 4 (2005): 155-166.
388 Parte IV Implementación de estrategias de servicio redituables