A Review on Customer Intimacy and Its Theories

EasyChair Preprint 8185

Abstract

Customer intimacy used to study the trend of customers and to match with the target. Michael Treacy and Fred Wiersema (1992) initiated the term “intimacy” which is related to customers. They researched about the market leadership ways which includes the operational excellence, customer intimacy and product leadership. Operational excellence was done by a company by providing reliable product with competitive price. And it talks about the production of a product from manufacture prospects. Product leadership means the company becoming a lead on the market by the specifications provided in its product. But the research leads to an another dimension from the customer view which is “customer intimacy”. Customer intimacy gives the behavioral trend of the customers also talks about the customer loyalty, customer relationship between the company and customer. This paper talks about the term “Customer intimacy” and discuss about it in detail.

Keyphrases: Customer Intimacy, behavioral changes, definitions

@booklet{EasyChair:8185,
  author    = {Renuga Krishnaraj},
  title     = {A Review on Customer Intimacy and Its Theories},
  howpublished = {EasyChair Preprint 8185},
  year      = {EasyChair, 2022}}