Leveraging Customer Information to Develop Sequential Communication Strategies:

Abstract

ABSTRACT In this paper we develop a comprehensive model hat integrates attitudinal, motivational, and psychographical data from customers and combines that with behavioral data to determine the overall impact on interactive relationships. We investigate the sequential or multi-staged nateure of the relationship building process and how these stages impact relationship loyalty. By doing so, longitudinal communication strategies can be developed that help move prospects through the decision process, culminating in long-term loyalty to the organization and/or social cause. Marketing as a discipline has long been criticized for its focus on enhancing corporate rather than consumer welfare. Our model is constructed and tested in a university/alumni giving setting.