Ursula Hansen

TL;DR: In this article, the authors developed a model of student loyalty by combining the growing body of knowledge on relationship marketing in the context of services with insights from more traditional educational research, and tested the model using the structural equation modeling approach and empirical data from a survey of several German universities.

Abstract: From the very beginning of the Internet, a decisive shift from supplier power to consumer power was predicted by several authors and is still maintained in recent literature. Although the Internet has grown rapidly within the last years and electronic markets have evolved, a theoretical framework for consumer power on the Internet still cannot be identified. Few authors have taken efforts to apply common concepts of power theory to the characteristics of the Internet. Based on the concept of French and Raven, this paper analyses consumer power in traditional markets and then compares it to the situation on the Internet. This comparison shows that the Internet enables consumers (a) to overcome most information asymmetries that characterize traditional consumer markets and thus obtain high levels of market transparency, (b) to easily band together against companies and impose sanctions via exit and voice, and (c) to take on a more active role in the value chain and influence products and prices according to individual preferences. A broad literature review reveals that empirical findings confirm these hypotheses to a great extent. The authors conclude by summarizing the results and drawing implications from two different angles, namely from a marketing and a consumer policy perspective.

TL;DR: In this paper, the authors show the need for a new model of consumption by making clear the descriptive and normative shortcomings of consumer sovereignty, and propose a new sustainable consumption model to serve as a guideline for both responsible consumers and consumer policymakers and for all institutions concerned with the creation of sustainable development.

TL;DR: Hennig-Thurau et al. as mentioned in this paper discussed the need for relationship marketing from product orientation to customer-driven change quality not quantity - What Kind of Information is Needed for Relationship Marketing? Giving Customers Reasons to Stay Loyal The VOLKSWAGEN Club and Card Concept: Managing Relationships on a One-to-One Basis Effective Database Management Must be Part of Relationship Marketing Conclusion O. Hupp: Relationship Marketing at LOEWE OPTA

TL;DR: In this article, the authors give a comprehensive overview of the main research findings in the field of relationship marketing theory and draw out some proposals for future resource allocation in relationship marketing research.