英语论文网

formation search, evaluation of alternatives, purchase decision and post purchase behavior.
The models are mostly relevant to complex decision making in which significant amounts of risk are involved.
Although prospect theory implies a biased (i.e., negative) valuation of such choice options in the face of future uncertainty, there is also research suggesting that the threat of their disappearance can change the way these choice options are perceived and subjectively valued.

For example, Shin and Ariely (2004) found that, when decision makers were led to believe they would no longer have a given option, they invested more effort and money into keeping the option available, “even when the options themselves seem to be of little interest”.

Relationship building of credit card customers

Relationship Marketing is viewed as an effective tool in this regard. According to Sheth and Parvatiyar (1997), relationship marketing can be defined as a philosophy of doing business that focuses on keeping and improving relationship with the current customers rather than on acquiring new ones. It www.51lunwen.org involves the use of a wide range of marketing, sales, communication and customer care techniques.

Worthington and Edwards (2000) note that credit card issuance provides an ideal opportunity for companies (card issuers or banks) to form relationships with new customers, where no previous banking relationship existed.

According to Barnes (1997), it is assumed that relationship can be developed between a service provider and a customer merely through any kind of ongoing interaction between them. Any approach that can help them address these issues is likely to meet with a great deal of success.

He finds out that there seems to be significant merit in the idea of a service company building relationships with its customers, so that the customers will be like to continue to do business with it.
There also seems to be an inherent assumption that a relationship can be formed with any customer, in any situation. According to him, this often leads to an attempt at forming relationships in situations, where a genuine relationship cannot be formed.

Dibb and Meadows (2001) examined the development of relationship marketing in the retail banking industry. They defined ‘Relationship Marketing’, in service perspective, as a process which involves attracting, maintaining and enhancing the relationship between a customer and a financial service provider.
They conducted a qualitative study of four cases related to the application of relationship marketing in the retail banking industry. In their research paper, they cited the intangibility and complexity of financial services and unsophisticated customers as the reasons for the importance of relationship marketing in financial service industry. Berry (1995) stated that service marketing has matured and continues to grow in importance. In his literature review, he concluded that intangibility of the products, technological changes and hyper competition in the financial services sector has made the service provider emphasize the need to build differential advantage through improved service quality. In such a scenario, the ability of relationship marketing to protect the customer base has come to the fore.

Bendapudi and Berry (1997) laid emphasis on understanding the reason why the customer is receptive to a relationship with the service provider wh本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。