Segment Selection by Relationship Strength

J.M.C. Schijns, Gaby Odekerken-Schröder

Research output: Contribution to journalArticleAcademicpeer-review


Relationship management is becoming more important in direct marketing. Measuring the strength of relationships is important, since relationship strength can be used as a segmentation variable. However, in measuring relationship strength, usually one or more behavioral indicators are used (e.g., the R/F/M formula), so that these indicators measure customer quality instead of relationship quality, which is mainly determined by customer perceptions. This paper shows some preliminary results of a relationship audit, which is dependent on customer attitudes towards the relationship.
Original languageEnglish
Pages (from-to)69-79
Number of pages11
JournalJournal of Direct Marketing
Issue number3
Publication statusPublished - 1996
Externally publishedYes


  • relationship management
  • Relationship Strength
  • Direct Marketing


Dive into the research topics of 'Segment Selection by Relationship Strength'. Together they form a unique fingerprint.

Cite this