Section D Academic Research: developing customer intimacy
7.
§ Task 7.1: Review the concept “customer intimacy” –how it is defined and why it helps businesses to stand out. (300 words). Your starting literature may include:
o Treacy, M. & Wiersema, F. 1993. CUSTOMER INTIMACY AND OTHER VALUE DISCIPLINES.
Harvard Business Review, 71(1), pp 84-93.
o Yim, C. K., Tse, D. K. & Chan, K. W. 2008. Strengthening Customer Loyalty Through Intimacy and Passion: Roles of Customer-Firm Affection and Customer-Staff Relationships in Services. Journal of Marketing Research, 45(6), pp 741-756.
§ Task 7.2: A literature review about how to achieve customer intimacy (just one strand of literature). Please first explain the theory than exemplify how to execute this.
o Through Customer Engagement? (Check Verhoef’s work and those who develop the concept further)
o Through value co-creation? (Check Payne’s work and those who develop the concept further)
o Any other strand of literature…
References
Please follow the Harvard referencing style for in-text citations and the reference list.
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