Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
Marketing experts emphasize the importance of fostering strong customer relationships to drive profitability, recognizing relationship management as a core element of marketing. However, the value of firms strategically prioritizing customers to enhance profitability has been debated in marketing literature. This study presents a conceptual framework that highlights the pivotal role of customer mapping in evaluating the effectiveness of investments in customer relationships and interaction frequency. Through empirical analysis, we seek to demonstrate how customer mapping contributes to explaining the impact of relationship investments on customer retention. Furthermore, our findings underscore the moderating effect of relationship duration.
Recommended Citation
Mathur, M. (2025). Examining the roles of customer relationships and relationship duration in enhancing profitability and retention. 2025 Association of Marketing Theory and Practice Proceedings, 26. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/26
