Affinity credit card. Attributes that determine the relationships to customers

Steve Worthington, Pete Naude and Suzanne Horne

This paper discusses a proposed methodology to enable quantification of those attributes which determine the establishment and maintenance of affinity credit card relationships, i.e.

Affinity Credit Card. Attributes That Determine The Relationships to Customers

Suzanne Horne University of Stirling, United Kingdom,Pete Naud Manchester Business School, United Kingdom andSteve Worthington Staffordshire University, United Kingdom

INTRODUCTION

Relationship marketing is being promoted as a new paradigm in marketing, replacing the old paradigm of transaction marketing. The new concept is best summed up as 'what an organisation can do for a customer', as proposed to the traditional transaction marketing approach of 'what can an organisation do to a customer'.

The relationship marketing paradigm is beginning to influence the behaviour of...

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