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- Title
THE INFLUENCE OF AGE AND GENDER ON CUSTOMERS' EXPECTATIONS TOWARDS MARKETING COMMUNICATIONS.
- Authors
HEIDEN, SANDRA
- Abstract
Nowadays customer relationship management approaches try to strengthen the relationship between providers and customers, but the expectations of customers are often completely ignored. Hence, marketing communications for services should be more customer-centric to be able to cope with the increasing and changing requirements of today's consumers. Within the lifetime of the customer relationship, characteristic phases represent different states of the relationship from a customer's perspective. Due to the different phases, management tasks for customer retention differ (Stauss, 2011, p. 320). But furthermore, other aspect influence customer expectations towards marketing communications. Two important aspects are the age of a hotel customer and secondly, the gender. Men and women have different interests and preferences, which should be taken into consideration. Furthermore, the age of customers influence their perception as well as their expectations.
- Subjects
MARKETING &; society; CUSTOMER relationship management; CUSTOMER retention; HOTELS &; economics; COMMUNICATION in marketing
- Publication
Ad Alta: Journal of Interdisciplinary Research, 2014, Vol 4, Issue 1, p25
- ISSN
1804-7890
- Publication type
Article