Analyzing advanced cases of customer relationship management and reconstructing the related theories

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In this study, we conduct the following two research projects that provide important implications for the customer strategies offirms. First, we develop a quantitative model for customer relationship management that incorporates the irrationalities and limitations of consumer knowledge. The proposed model is theoretically more valid than previous “relational” models. Second, we examine the factors affecting the alliances in loyalty program exchanges. As a result, we find that a firm’s position on the exchange network affects its alliance creation behavior.