The affinity credit card relationship: can it really be mutually beneficial?

Article Abstract:

It is important to consider the connections between relationship marketing and affinity marketing. Research in this area has focused on the connections between the affinity credit card issuer and the affinity partner group. It has been possible to provide a practical example of the challenges presented by the use of the relationship marketing concept in affinity marketing. It is concluded that where both parties are proactive and positive about the relationship, an affinity card can be successful, with the relationship being seen as mutually beneficial. However, the perception of a mutually beneficial relationship does not mean that it really is mutual in practice.

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Service quality in further education: an insight into management perceptions of service quality and those of the actual service provider

Article Abstract:

Issues of service quality are extremely relevant in further education, but service quality is not properly managed or understood. Management must introduce drastic changes to meet the service needs of the various further education customers. The main issues of service quality are analysed.

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Relationship governance structures and performance

Article Abstract:

Good relationships between buyers and suppliers have been shown to improve performance. Both financial and non-financial measures were used to investigate styles of relationship management in UK engineering, telecommunications and electronics firms.

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