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Customer success management as a strategic function

  • This cumulative dissertation investigates the newly emerged phenomenon of customer success management (CSM). CSM has received a significant amount of attention from academics and practitioners alike. However, the body of academic literature is still in its infancy, especially when comparing CSM’s relevance to the field of relationship marketing. Manuscript 1: Zakrzewski, K., Krause, V., Pfaff, C. & Seidenstricker, S. (2023). Is customer success management a new relationship marketing practice? A review, definition, and future research agenda based on practice theory. Manuscript 2: Zakrzewski, K., Krause, V., Eberl, D. & Rangarajan, D. (2023). Dynamic & proactive segmentation of post-sale customer relationships in B2B subscription settings: The customer health score. Manuscript 3: Zakrzewski, K. (2023). Customer success management - closing a capability gap in the customer-focused structure toward customer centricity in B2B service contexts. The first manuscript adopts a new approach to the investigation of CSM, providing aThis cumulative dissertation investigates the newly emerged phenomenon of customer success management (CSM). CSM has received a significant amount of attention from academics and practitioners alike. However, the body of academic literature is still in its infancy, especially when comparing CSM’s relevance to the field of relationship marketing. Manuscript 1: Zakrzewski, K., Krause, V., Pfaff, C. & Seidenstricker, S. (2023). Is customer success management a new relationship marketing practice? A review, definition, and future research agenda based on practice theory. Manuscript 2: Zakrzewski, K., Krause, V., Eberl, D. & Rangarajan, D. (2023). Dynamic & proactive segmentation of post-sale customer relationships in B2B subscription settings: The customer health score. Manuscript 3: Zakrzewski, K. (2023). Customer success management - closing a capability gap in the customer-focused structure toward customer centricity in B2B service contexts. The first manuscript adopts a new approach to the investigation of CSM, providing a practice-based definition that distinguishes CSM from other relationship marketing constructs. By utilizing the 3 Ps framework of practice theory (praxis, practices, and practitioners), the definition of CSM as a strategic function was refined. In addition, the second manuscript utilized praxis to develop the customer health score, which can be used as an indicator for the dynamic and proactive segmentation of customers. The third manuscript builds on this functional definition to show how CSM’s organizational embeddedness can help overcome barriers to customer centricity by enabling adaptive organizational capability.show moreshow less

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Metadaten
Author:Zakrzewski, Kolja
URN:urn:nbn:de:bvb:824-opus4-8526
Subtitle (English):[cumulative dissertation]
Advisor:Prof. Dr. Ringlstetter, Max, Prof. Dr. Setzer, Thomas,
Document Type:Doctoral thesis
Language of publication:English
Year of creation:2023
Date of first Publication:2023/08/08
Publishing Institution:Katholische Universität Eichstätt-Ingolstadt
Awarding Institution:Katholische Universität Eichstätt-Ingolstadt, Wirtschaftswissenschaftliche Fakultät
Date of final examination:2023/07/18
Release Date:2023/08/08
Tag:Organisationsstruktur; Strategisches Management
GND Keyword:Beziehungsmarketing; Kundenbindung; Kundenmanagement
Faculty:Wirtschaftswissenschaftliche Fakultät
Dewey Decimal Classification:3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft
JEL-Classification:M Business Administration and Business Economics; Marketing; Accounting
License (German):License LogoCreative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International
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