Customer Prioritization: Does It Pay Off, and How Should It Be Implemented?

摘要: Abstract It seems to be common sense that increase profits, firms should prioritize customers (i.e., focus their efforts on the most important customers). However, such a strategy might have substantial negative effects firms' relationships with treated at low priority level. Prior research does not indicate satisfactorily whether and how customer prioritization pays off. Moreover, although may strongly present in marketing strategies, frequently fail implement strategy. Therefore, it is also investigate empirically by which means can facilitate implementation. The authors address both issues conduct cross-industry study 310 from business-to-consumer business-to-business contexts together two independent validation samples. results show ultimately leads higher average profitability return sales because (1) affects wit...