Customer Ranking Model for Project Businesses: A Case Study from the Automotive Industry

Bernd Markus Zunk

12 citations0/0 files storedInternational Journal of Engineering Business Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Customer churn and segmentation Customer Service Quality and Loyalty Corporate Governance and Management

Abstract

For technology-orientated enterprises that operate project-based businesses, the goal-oriented allocation of scarce marketing resources has great potential to help consolidate their competitive position. An important precondition for goal-oriented management is the identification of the most valuable customers. This enables technology-orientated enterprises to segment markets in order to make tactical marketing decisions. This theory-based paper aims to develop and test a holistic customer ranking model. By deploying the five steps presented in this paper, customer relationship managers are better able to identify and to rank their customers in project-based businesses. A case study provides an example of the application of the method from the automotive industry in Austria. The experiences derived from this case study show that using a customer ranking framework is a crucial factor for enterprises in narrow technology markets to be successful and to achieve their corporate goals.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 12 citations exist upstream.

References

1980The analytic hierarchy process : planning, priority setting, resource allocation 2003Return on Marketing: Using Customer Equity to Focus Marketing Strategy 2010Manage Marketing by the Customer Equity Test 2002Profit priorities from activity based costing 2001Customer Equity: Building and Managing Relationships As Valuable Assets 1997Customer lifetime valuation to support marketing decision making 1999Customer profitability analysis: Measurement, concentration, and research directions 2004Customer relationship management : concepts and tools

Cited by

2015Exploration of Factors Influencing the Customers' Motivation in Buyer-Supplier Relationships on Industrial Markets

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.