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CUSTOMER-ORIENTED CULTURE AND CUSTOMER GENTRIFICATION Definition, Types of Intervention, RELATIONSHIP MANAGEMENT IN THE TERTIARY SECTOR Definition, Types of intervention, Concerns of Gentrification An Investigation

Concerns

Konstantinos SERGOPOULOS

MSc, PhD, Lecturer

By Mr. George-Sp. C. ATHANASOPOULOS Department of Tourism Management Harvard University, Graduate School of Design, Student, of West Attica

By Mr. George-Sp.University C. ATHANASSOPOULOS Architect Student of the School of Architecture MariaUniversity KARAGIANNI Technical of Crete

MSc. Sustainable Development 1. Introductory approach: the concept MA Culture, Policy and Defining Management, Customer Representative-Sales and 1. Introductory approach: the concept (444 BC - 370 BC, Athens), ANTISTHENIS, the ancientDefining Greek philosopher, Service ANTISTHENIS, the ancient Greek philosopher, (444 BC -“principle”: 370 BC, Athens), among other wise heritage he left us, he established a great the Scotiabank,Main and Danforth among other wise heritage leftthe us,definition he established a greatToronto, the acquisition of knowledge startshe with of the content of“principle”: concepts.

Canada acquisition of knowledge starts with theindefinition the content of concepts.

Based, therefore, on this “principle” a first, if of not final, approach, the term 1 (and urban Based, therefore, on this “principle” is inindicated a first, if (in notthe final, approach, the term gentrification) area of Planning) (or gentrification Athina PAPAGEORGIOU 1 (and urban gentrification) is indicated gentrification (in thefrom areathis, of Planning) (or Sociology as well), as the “refining” of a city area, the removal (in various MBA, PhD Assistant Professor Sociology as well), as the “refining” of a city area, the removal from this, (in various ways), of social groups, usually of low-income and the placement there of artists, Department of Tourism Management ways), of social groups, usually of low-income and thethis placement of artists, the operation of art galleries, restaurants, etc. However “change”,there regardless of University of West Attica the operation of art galleries, restaurants, etc.

However this “change”, regardless whatever other consequences has, results also rising of land prices (and theof whatever otherspeculation). consequences has, results also rising of land prices (and the potential relative Summary potential relative speculation).

The term gentrification is found at first in the UK in early 1960s and it refers to Customer-oriented Culture CRM are often referred asitareas reliable The term gentrification iswealthy foundand atpeople first in the UK in early 1960s and refersofto the then observed trend of to buy property in to poor factors for the smooth operation of service providers.

In our assignment, weof the then observed trend wealthy sometimes people to there buy property in poor areas London, upgrade them, stay of themselves and thus old residents are perform this analysis, focusing on the customer. the same time, is London, upgrade them, stay themselves sometimesAtthere and thus oldreference residents are being indirectly “squeezed”. made to customer relationship management, customer-oriented system being indirectly “squeezed”.

A description of this phenomenon is included in the work of Sociologist Ruth A description this phenomenon is situations included inwere the recorded work of Sociologist Ruth objectives as same wellofas the management of the effects in terms customer GLASS at the period, while similar inofother major GLASS at the same period, while similar situations were recorded in other major satisfaction.

Finally, customer loyalty factors and their importance, customer cities in Western countries, by other Researchers. cities in Western countries, bypreoccupied other Researchers. complaints andthe their management are examined the service Since then, issue has severalfrom scholars and forprovider’s its more Since then, the issue has preoccupied several scholars andthe for various its more point of view. comprehensive approach are being summarized below, from comprehensive approach are being summarized below, from the various interpretations of the phenomenon of gentrification, the following: interpretations the phenomenon thecategory following: Introduction In a1.sense, theof phenomenon is dueof togentrification, a trend of a new of social groups 1 , in accordance with the German School, is considered to be The Market to “return” to the city, leaving the purlieus for several reasons: high costs in money the time meeting place ofthe "supply demand". where Demand the of term and to travel from purlieusand to downtown, workincludes place is, lack the 1.of The term from Ruth GLASS, 1912-1940.

Ruth search GLASS wasbetter born sense safety atcomes the distributed residencies outside town for ‘customer’.

A customer is Sociologist considered to be the one whocentres, consumes products orin Berlin, where she made her first studies. In 1932 she published an important study entitled: services ofishealth, education, entertainment “at the heart ofor theorganization city”, (possibly) services, the basic source of income of every company and Youth Unemployment. The same year she left Germany and after continuous movements for lower living cost of, “withdrawal” from private car easier access to markets, etc. studies and research in Geneva, Prague, London and New York she came back to London, where in According 1943 she published studies regarding cityphenomenon planning. In 1950 sheto became teacher in the to another approach, the is due a systematic and 1 University College of London, where she continued her research.Beck-dtv Her public and Vahlens Großes Wirtschaft Lexikon, Band 3, L social R; 2.Auflage, Seite 1394 long-term informal effort by organized groups, manufacturers, brokers ofaction buying her work are characterized by a passion for justice. See also: COLLINS ENGLISH DICTIONARY. Markt als Konstitutives Element der Wirtschaftstheorie wird zumof einen als Vorgang and selling realCOLLINS estate, etc., for the depreciation initially of part the urban web, in 10th edit. Wil. SONS AND Co Ltd. London 2009.

WIKIPEDIA: The Free Encyclopedia: verstanden.

Angebot und Nachfrage treffen aufeinander, und Anbieter und Nachfrager G. ALEXANDRI: http://www.uncanny.net/ wetzel/gentry.htm a Gentrification: variety of ways, in order Abstract. to achieve the “assisted”, “voluntary”, (actually

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GENTRIFICATION Definition, Types of Intervention, Definition, of intervention, ConcernsTypes of Gentrification Concerns

its greatest asset. That is the reason why there is a separation in the categories of customers, and companies-organizations always try to maintain appropriate databases with information about their customers. The term "good customer" is what gives the operation of an organization the highest value. According to the latest version of the World Book Encyclopaedia Dictionary, a customer is the person who makes regular purchases and is the one who talks about and affects - determines with his purchasing relationship

By Mr. George-Sp. C. ATHANASOPOULOS the way in which products and services are supplied.

Harvard University, Graduate School of Design, Student, The categorization criteria forBycustomers of hotels or banks were once Mr. George-Sp. C. ATHANASSOPOULOS Architect set very roughly; nowadays, with the help of Customer Relationship Student of the School of Architecture Management (CRM),they systematically analyse the key features ofofeach Technical University Crete customer in order to assign them into categories. Categories include: the 1. Introductory concept country of origin,approach: gender, Defining income, the marital status, education, nationality, 1.

Introductory approach: Defining the concept (444 occupation and product-service usage characteristics.

Psychotropic factors are ANTISTHENIS, the ancient Greek philosopher, BC - 370 BC, Athens), Greek philosopher, (444 BCi.e.-“principle”: 370 Athens), among other wise heritage he left us, he established a great the also ANTISTHENIS, very important inthe theancient customer categorization criteria, the BC, consumer’s among other wise heritage leftthe us, he established abehaviour, greatof“principle”: acquisition of has knowledge startshe with of the content concepts. emotions.

It been proven that, indefinition the consumer’s there is the a acquisition of knowledge starts theindefinition of the content ofitconcepts.

Based, therefore, on this “principle” acaused first, ifand not final, approach, the term strong correlation between the with emotions the loyalty is expected 1 (and urban therefore, on this “principle” inindicated a first,banks, if (in notthe final, approach, term 2 the gentrification) is area of Planning) (or gentrification always fromBased, products and services in hotels, airlines, etc.

Marketers 1 (and urban gentrification) is indicated (in the area of Planning) (or gentrification Sociology as well), as the “refining” of a city area, the removal from this, (in various view consumers as logical and emotional beings wishing to have enjoyable Sociology as well), as we the “refining” of a city customers area, fromthere this,and (inartists, various ways), of social groups, usually low-income andthe theremoval placement of experiences.

Today, still of distinguish as dedicated nonways), of social groups, usually of low-income and the placement there of artists, the operation of art galleries, restaurants, etc. However “change”, regardless of dedicated, whereas the first are characterized by athis very high value, which the operation of art galleries, restaurants, etc.

However this “change”, regardless whatever other consequences has, results also rising of land prices (and the means that there is often the possibility of maintaining a good relationship. Onof whatever otherspeculation). consequences has, results also rising of land prices (and the potential relative the contrary, non-dedicated customers are considered to be of low value, and potential relative speculation). term gentrification isis found first in theeven UK in 1960s and it refers to theThe company-organization oftenatoriented to early the termination of their The term gentrification is found at first in the UK in early 1960s and it refers to the then observed trend of wealthy people to buy property in poor areas of relationship.3* the then observed trend wealthy sometimes people to there buy property in poor areas London, upgrade them, stay of themselves and thus old residents areof London, upgrade them, stay themselves sometimes there and thus old residents are being indirectly “squeezed”.

2.indirectly Customer Life Cycle being “squeezed”.

A description of this phenomenon includedrelated in the work of Sociologist Ruth The customer's cycle is isdirectly to the organization's A description ofperiod, thislife phenomenon is situations included inwere the recorded work of Sociologist Ruth GLASS at the same while similar in other major interaction withsame existing and potential customers.

This recorded process is repetitive, GLASS at the period, while similar situations were in other major cities in Western countries, by other Researchers. and highlights the value of customers during their transactions with the cities in Western countries, bypreoccupied other Researchers.

Since then, the issue has several scholars and for its more company organization.

Thepreoccupied life cycle categorizes customers to Since or then, the issue has several below, scholars andaccording for various its more comprehensive approach are being summarized from the their preferences,approach their present and future value, below, and also evaluates the comprehensive are being summarized from the various interpretations of the phenomenon of gentrification, the following: factors which affectthe their behaviour.ofBased on customer segmentation and the interpretations phenomenon thecategory following: In a sense, theof phenomenon is due togentrification, a trend of a new of social groups stage of their life cycle, the company-organization draws useful in to “return” to the city, leaving the purlieus for several reasons: highinformation costs in money 4 In essence, it presents order to develop products, services and programs. and time to travel from the purlieus to downtown, where work place is, lack of the competitive and encouragement of centres, use, aiming at more 1.of The termdifferentiation from Sociologist Ruth GLASS, 1912-1940.

Ruth GLASS for wasbetter born in sense safety atcomes the distributed residencies outside town search Berlin, where she made her first studies.

In 1932 sherelationship, published an important study entitled: efficient management of the customer and maintaining services of health, education, entertainment “at the heart of the city”, (possibly) Youth Unemployment. The same year she left Germany and after continuous movements for lower living cost of, in “withdrawal” from private access markets, etc.where studies and research Geneva, Prague, London and car Neweasier York she came to back to London, 2 in According 1943 she published studies regarding cityphenomenon planning.

1950 sheto became teacher in the Tilikidou,Ε.

(2004).

Marketing Research, EllinikaInGrammata Publications, Athens, to another approach, the is due a systematic and University informal College of London, where she continued her social research. brokers Her public action and p.44 long-term effort by organized groups, manufacturers, of buying 3 her work are characterized by a passion for justice. See also: COLLINS ENGLISH DICTIONARY. Steiakakis,Ε. & etc., Katos,Α.

(2007).

Quality and of Entrepreneurial Excellence: and selling realCOLLINS estate, for theCo depreciation initially part of the urban web, in 10th edit. Wil. SONS AND Ltd. London 2009.

WIKIPEDIA: The Free Encyclopedia: Contribution to CompetitivenessScientific Volume, University of Piraeus, p.10 G. ALEXANDRI: http://www.uncanny.net/ wetzel/gentry.htm a Gentrification: variety of ways, in order Abstract. to achieve the “assisted”, “voluntary”, (actually 4 www.marketingreacher.com

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GENTRIFICATION Definition, Types of Intervention, Definition, of intervention, ConcernsTypes of Gentrification Concerns

customers by providing the best service for all.5 Finally, this practice with the help of Customer Relationship Management (CRM),which is most needed throughout the service provision sector, takes the lead in the new vision of development.

3. Relationship between CRM and Database Marketing The orientation of a company-organization to technology, information,

By Mr. George-Sp. C. ATHANASOPOULOS internet and marketing sectors is a reality aiming at increasing company Harvard University, Graduate School of Design, Student, profits. Initially, Marketing was By considered an organizational function Mr. George-Sp. C. ATHANASSOPOULOS Architect encompassing a series of processes for theStudent communication and creation of of the School of Architecture value for customers and the management of customer relationships in a way Technical University of Crete that benefited the company-organization. Definitely, CRM applies marketing 1. Introductory approach:in Defining theenhance concept the company-organization's techniques with databases order to 1.

Introductory approach: Defining the concept relationships with customers. it is worth(444 noting the design ANTISTHENIS, the ancientHowever, Greek philosopher, BCthat - 370for BC, Athens), 6as we ANTISTHENIS, the ancient Greek philosopher, (444 BCsee -“principle”: 370 among other wise heritage he left us, he established a great the can inBC, theAthens), graph, of a successful relationship marketing strategy, among other wise heritage he leftthe us,definition he established a greatof“principle”: acquisition ofdialogue, knowledge with of the content concepts. the interaction, andstarts value are required. acquisition of knowledge starts with theindefinition the content of concepts.

Based, therefore, on this “principle” a first, if of not final, approach, the term 1 (and urban Based, therefore, on this “principle” in a first, if not final, approach, the term gentrification) is indicated (in the area of Planning) (or gentrification Interaction 1 (and urban gentrification) is indicated (in the area of Planning) (or gentrification Sociology as well), as the “refining” of a city area, the removal from this, (in various Sociology as well), as the “refining” of a city area, fromthere this, of (inartists, various ways), of social groups, usually of low-income andthe theremoval placement RM ways), of social groups, usually of low-income and the placement there of artists, the operation of art galleries, restaurants, etc. However “change”, regardless of Dialogue Valuethis the operation of art galleries, restaurants, etc.

However this “change”, regardless whatever other consequences has, results also rising of land prices (and theof whatever otherspeculation). consequences has, results also rising of land prices (and the potential relative potential relative speculation).

The term gentrification is found at first in the UK in early 1960s and it refers to The term gentrification found atpeople first in the UK in early 1960s and itareas refersofto the then observed trend ofiswealthy to buy property in poor the then observed trend of wealthy sometimes people buy Industry, property in poor areas Sergopoulos, K. (2017).

CRM Application in theto Hotel Thesis, London, upgrade them, stay themselves there and thusDoctoral old residents areof London, upgrade them, stay themselves sometimes there and thus old residents are being indirectly “squeezed”.

Panteion University, Athens p.114 being indirectly “squeezed”.

A description of thisofphenomenon included in the special work of Sociologist The majority customers istoday require treatment, Ruth and A description ofperiod, this phenomenon included inwere thesupply work ofofSociologist Ruth GLASS at requirements the same while situations recorded in other major increased have ledsimilar to anis individualized products and GLASS at the same period, while similar situations were recorded in other major cities in Western by other Researchers. services tailoredcountries, to the needs of each customer. Relationship marketing is an cities in Western countries, bypreoccupied other Researchers.

Since then, the issue has scholarsprice, and for its more alternative marketing approach (Mix several 4P: product, promotion, Since then, the issue has preoccupied several scholars and for its with more 7 comprehensive approach are being summarized below, from the various place) ,and its purpose is to build mutual long-term relationships comprehensive approach are being summarized below, from the various interpretations of the phenomenon of gentrification, following: customers, suppliers, and other partners, which isthe the main point based on interpretations of the phenomenon of gentrification, thecategory following: In a sense, the phenomenon is due to a trend of a new of social groups transactions. This builds relationships between customers and companiesto “return” to the city, leaving theand purlieus several reasons: high costs in money 8 organizations, strong economic socialfor ties. and time to travel from the purlieus to downtown, where work place is, lackAt of the the Here below, we can see the transition to "relationship" marketing.

1.of The termat comes from Sociologist Ruth GLASS, 1912-1940.

Ruth search GLASS for wasbetter born in sense safety the distributed residencies outside town centres, beginning of the "transition curve", companies wishing to implement Berlin, where she made her first studies. In 1932 she published an important study entitled: services of health, education, entertainment “at the heart of the city”, (possibly) Youth Unemployment. The same year she left Germany and after continuous movements for lower living cost of, in “withdrawal” from private access markets, etc.where studies and research Geneva, Prague, London and car Neweasier York she came to back to London, 5 she published studies regarding city planning. In 1950 she became teacher in the in According 1943 to another approach, the phenomenon is due to Pedio a systematic and Karagiannis,St. & Exarchos, G. (2016).

Tourism Development, Publications, University College of London, where she continued her social research. brokers Her public and Athens, pp.290-291 long-term informal effort by organized groups, manufacturers, ofaction buying her work are characterized by a passion for justice. See also: COLLINS ENGLISH DICTIONARY. 6 Kotler,Philip (2000).

Marketing – Management,EMIInterbooks, p.122 and selling realCOLLINS estate, etc., for theCodepreciation initially of part of the urban web, in 10th edit.

Wil. SONS AND Ltd. London 2009.

WIKIPEDIA: The Free Encyclopedia: 7 Κaragiannis, St. (1998).

Marketing, Anastasakis Publications, Athens, pp.27 G. ALEXANDRI: http://www.uncanny.net/ wetzel/gentry.htm a Gentrification: variety of ways, in order Abstract. to achieve the “assisted”, “voluntary”, (actually 8

66

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GENTRIFICATION Definition, Types of Intervention, Definition, of intervention, ConcernsTypes of Gentrification Concerns

relationship marketing focus even more on the product-service; consequently, they develop simple and easy applications, such as brochures, letters, etc. At this stage, it is clear that companies-organizations do not really understand the philosophy of relationship marketing. The adoption of a relationship marketing strategy requires focusing on the one hand on abilities and on the other hand on resources.

By Mr. George-Sp. C. ATHANASOPOULOS

Orientation Relationship of Design, Student, to Harvard University, Graduate School Marketing relationships

By Mr. George-Sp. C. ATHANASSOPOULOS Architect

Student of the School of Architecture Technical University of Crete

1. Introductory approach: Defining the concept 1. Introductory approach: the concept (444 BC - 370 BC, Athens), ANTISTHENIS, the ancientDefining Greek philosopher, ANTISTHENIS, the ancient Greek philosopher, BC -“principle”: 370 BC, Athens), among other wise heritage he left us, he established(444 a great the Orientation to among other wise heritage he leftthe us,definition he established a greatof“principle”: the acquisition of knowledge starts with of the content concepts. transactions acquisition of knowledge starts with theindefinition of the content of concepts.

Based, therefore, on this “principle” a first, if not final, approach, the term Based on Based on 1 (and urban Based, therefore, on this “principle” inindicated a first, if (in not final, approach, the term gentrification) the area of Planning) (or gentrification product is resources/ 1 (and urban gentrification) is indicated (in abilities gentrification thefrom areathis, of Planning) (or Sociology as well), as the “refining” of a city area, the removal (in various Sociology as well), as the “refining” of a city area, the removal from this, (in various ways), of socialK.groups, of low-income and the placement there ofThesis, artists, Sergopoulos, (2017).usually CRM Application in the Hotel Industry, Doctoral ways), of social groups, usually of low-income and thethis placement there of artists, the operation of art galleries, restaurants, etc.

However “change”, regardless of Panteion University, Athens p.116 the operation ofconsequences art galleries, restaurants, etc.also However regardless whatever other has, results risingthis of “change”, land prices (and theof whatever otherspeculation). consequences has, results also rising of land prices (and the potential It isrelative easy to conclude that, in relationship marketing, there is a culture of potential relative speculation).

The term gentrification is found at first in the UK in early 1960s and it refers to customer orientation in order to develop relationships eachto The term gentrification found atpeople first inlong-term the UK in early 1960s andwith itareas refers the then observed trend ofiswealthy to buy property in poor of customer personally, as it is accomplished nowadays by modern companiesthe then observed trend wealthy sometimes people to there buy property in poor areas London, upgrade them, stay of themselves and thus old residents areof organizations.

London, upgrade them, stay themselves sometimes there and thus old residents are being indirectly “squeezed”. being indirectly “squeezed”.

A description of this phenomenon is included in the work of Sociologist Ruth The Meaning of Customer-oriented Culture A4. description of this phenomenon is situations included inwere the recorded work of Sociologist Ruth GLASS at theDeep same period, while similar in other major Relationship Marketing Theory proposes the development of long-term GLASS at the same period, while similar situations were recorded in other major cities in Western countries, by other Researchers. relationships customers for both their satisfaction andand preservation.

A cities in Western countries, bypreoccupied other Researchers.

Since then,with the issue has several scholars for its more key component is the personalized relationship with customers, as they are Since then, the issue has preoccupied several scholars and for its more comprehensive approach are being summarized below, from the various 9In highly competitive markets and unique to each company-organization. comprehensive approach are being summarized from the various interpretations of the phenomenon of gentrification, thebelow, following: already saturated, thephenomenon development mutual between customer and interpretations the gentrification, thecategory following: In a sense, theof phenomenon is dueof toof a trend of atrust new of social groups company is an important factor for making the best use of opportunities for to “return” to the city, leaving the purlieus for several reasons: high costs in money all. and time to travel from the purlieus to downtown, where work place is, lack of the It has been found customer significantly improves thein The term fromthat Sociologist Ruth satisfaction GLASS, 1912-1940.

Ruth search GLASS wasbetter born sense1.of safety atcomes the distributed residencies outside town centres, for Berlin, where she made hercompany-organization first studies. In 1932 she published an importantwhile study entitled: competitiveness of a in the market, their services of health, education, entertainment “at the heart of the city”, (possibly) Youth Unemployment. The same year she left Germany and after continuous movements for dissatisfaction aGeneva, negative impact primarily thoseto who lead the lower living cost has of, in “withdrawal” from private car access markets, etc.where studies and research Prague, London and Neweasier Yorkon she came back to London, in According 1943 she published studies regarding cityphenomenon planning. In 1950 sheto became teacher in the to another approach, the is due a systematic and University informal College of London, where she continued her social research. brokers Her public and long-term effort by organized groups, manufacturers, ofaction buying her work are characterized by a passion for justice. See also: COLLINS ENGLISH DICTIONARY. and selling realCOLLINS estate, etc., for theCodepreciation initially of part of the urban web, in 10th edit. Wil. SONS AND Ltd. London 2009.

WIKIPEDIA: The Free Encyclopedia: G. ALEXANDRI: http://www.uncanny.net/ wetzel/gentry.htm a Gentrification: variety of ways, in order Abstract. to achieve the “assisted”, “voluntary”, (actually 9 Anfossi,V. Sales Control, Hellennews, Athens, pp.69-70

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GENTRIFICATION Definition, Types of Intervention, Definition, of intervention, ConcernsTypes of Gentrification Concerns

companies and organizations.10That is the reason why more and more companies in recent years have understood the importance of customer satisfaction, and are adopting marketing relationships. Philip Kotler says: "The customer is the one who decides what the company-organization is, what it produces and whether it will progress."11The loyalty of customers to the products and services of a company-organization is also based on financial reasons. In view of this, the ultimate commitment is pursued, and is also

By Mr. George-Sp. C. ATHANASOPOULOS assisted with a "high level" of commitment, as indicated in the chart below.12

Harvard University, Graduate School of Design, Student,

By Mr. George-Sp. C. ATHANASSOPOULOS Architect Student of the School of Architecture Technical University of Crete

1. Introductory approach: Defining the concept 1. Introductory approach: the concept (444 BC - 370 BC, Athens), ANTISTHENIS, the ancientDefining Greek philosopher, ANTISTHENIS, the ancient Greek philosopher, BC -“principle”: 370 BC, Athens), among other wise heritage he left us, he established(444 a great the among other wise heritage leftthe us,definition he established a greatof“principle”: acquisition of knowledge startshe with of the content concepts. the acquisition of knowledge starts with theindefinition the content of concepts.

Based, therefore, on this “principle” a first, if of not final, approach, the term 1 (and urban Based, therefore, on this “principle” in a first, if not final, approach, the term gentrification) is indicated (in the area of Planning) (or gentrification On the other hand, satisfaction depends on the customer's expectations 1 (and urban gentrification) is indicated (in the area of Planning) (or gentrification Sociology as well), as the “refining” of a city area, the removal from this, (in various for the expected services (i.e. hotels, banking organizations, etc.) interwoven Sociology as well), as the “refining” of a city the from this, of (inIn various ways), of social groups, usually of low-income and the placement there artists, with their own experience even from the area, use of atremoval least one service. fact, ways), of social groups, usually of low-income and the placement there of artists, the operation of art galleries, restaurants, However this “change”, of companies-organizations have realizedetc. that a dedicated customerregardless cannot be the operation of art galleries, restaurants, etc.

However this “change”, regardless whatever other consequences has, results also rising of land prices (and the retained without a high level of satisfaction. Customers today are experiencedof whatever otherspeculation). consequences has, results also rising of land prices (and the potential and wantrelative quality in the services they receive, always according to the price potential relative speculation).

The term gentrification is found at first in the UK in early 1960s and it refers to they pay.

The term gentrification is found atpeople first in the UK in early 1960s and itareas refersofto the then observed trend of to buy in poor It should be taken intowealthy consideration that the property most important factor for the then observed trend of wealthy sometimes people to there buy property in poor areas London, upgrade them, stay themselves and thus old residents areof customer retention and long-term financial success ofold a residents companyLondon, upgrade them, staythe themselves sometimes there and thus are being indirectly “squeezed”. organization is loyalty.

The chart below shows the three key parameters of a being indirectly “squeezed”.

A description of thischain. phenomenon is included in the work of Sociologist Ruth sustainable customer A description ofperiod, this phenomenon is situations included inwere the recorded work of Sociologist Ruth GLASS at the same while similar in other major GLASS at the same period, while similar situations were recorded in other major cities in Western countries, by other Researchers. cities in Western countries, bypreoccupied other Researchers.

Since then, the issue has several scholars and for its more Since then, the issue has several below, scholars andthe for various its more comprehensive approach arepreoccupied being summarized from Customer Customer Customer comprehensive approach are being summarized below, from the various interpretations of theSatisfaction phenomenon of gentrification, theRetention following: Loyal interpretations the phenomenon the following: In a sense, theof phenomenon is dueof togentrification, a trend ty of a new category of social groups to “return” to the city, leaving the purlieus for several reasons: high costs in money and time to travel from the purlieus to downtown, where work place is, lack of the termat comes from Sociologist Ruth GLASS, 1912-1940.

Ruth search GLASS for wasbetter born in sense1.ofThe safety the distributed residencies outside town centres, Berlin, where she made her first studies. In 1932 she published an important study entitled: services of health, education, entertainment “at the heart of the city”, (possibly) Youth10Unemployment. The same year she left Germany and after continuous movements for Schanz VahlensPrague, Hand Bücher der Sozialwissenschaften, lower living cost(1987). of, in “withdrawal” from private car access to markets, etc.where studies and research Geneva, London andWirtschaftskunde Neweasier York she came back to London, Verhalten in Wirtschaft Organisationen, Verlag Vahlen, Seite160-161 in According 1943 she published studies regarding cityphenomenon planning.

In 1950 sheto became teacher in the to another approach, the is due a systematic and 11 University CollegePhillip of London, where she continued her social research.

Her public and Kotler, Marketing Management, Studien Ausgabe, long-term informal effort(1977). by organized groups, manufacturers, brokers ofaction buying her work are characterized by a passion for41 justice. See also: COLLINS ENGLISH DICTIONARY. Poeschehel Verlag, Seite and selling real estate,Stuttgart, etc., for the depreciation initially of part of the urban web, in 10th edit.

COLLINS SONS AND Co Ltd. London 2009.

WIKIPEDIA: The Free Encyclopedia: 12 Wil. www.enterprise-dashboard.com G. ALEXANDRI: http://www.uncanny.net/ wetzel/gentry.htm a Gentrification: variety of ways, in order Abstract. to achieve the “assisted”, “voluntary”, (actually

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GENTRIFICATION Definition, Types of Intervention, Definition, of intervention, ConcernsTypes of Gentrification Concerns

However, the customer satisfaction model is part of the qualitative abilities and a range of importance. Due to the fact that customers evaluate service quality, companies-organizations take drastic improvement measures such as the level of customer satisfaction which is highly dependent on the quality of the services provided. Therefore, in order to reach the satisfied customer, we take into considerations the indicators: quality, value and service level.13

By Mr. George-Sp. C. ATHANASOPOULOS On the one hand, the view exists that satisfied customers make more Harvard University, Graduate School of Design, Student, purchases, and are willing to buy goods or services at higher prices. On the other

By Mr. George-Sp. C. ATHANASSOPOULOS Architect hand, from the point of view of service providers, the acquaintance with the Student of the School of Architecture 14, customer reduces the cost of service. However, when "the team is not a team" Technical University of Crete then customer complaints occur. In all companies-organizations dealing with 15but many customers are usually 1. Introductory approach: Defining the concept customers, it is normal that complaints arise, 1.

Introductory approach: Defining the concept reluctant to expressthe their complaints, since they believe such action ANTISTHENIS, ancient Greek philosopher, (444 BCthat - 370 BC,an Athens), ANTISTHENIS, the ancient Greek philosopher, BC -“principle”: 370 BC, Athens), among other wisethem. heritage he left us, he established(444 a great the would not benefit among other wise heritage left us,definition he established a greatof“principle”: acquisition of Customer-oriented knowledge startshe with the of the content concepts. the 5. The Culture acquisition of knowledge starts with books, theindefinition the content of concepts.

Based, therefore, on this “principle” a theses, first, if of not final, approach, theended term Through the study of various and monographs, we 1 (and urban Based, therefore, on this “principle” in a first, if not final, approach, the term 16 gentrification) is indicated (in the area of Planning) (or gentrification up studying in1detail the subject of customer-oriented culture. This study was gentrification (and urban gentrification) is indicated (in the area of Planning) (or Sociology as well), as the “refining” of a city area, the removal from this, (in various also assisted by customer satisfaction surveys, focusing on how feedback from Sociology as well), as the “refining” of a city area, the removal from this, (in various ways), of social groups, (through usually of forms, low-income and the placement of artists, customers is received questionnaires, e-mails, there comments via ways), of social groups, usually of low-income and thethis placement the operation of art galleries, restaurants, etc. However “change”, regardless of web pages (i.e.

Trip Advisor, Bookingcom), books or during athere stayofatartists, the the operation of art galleries, restaurants, etc.

However this “change”, regardless of whatever other consequences has, results also rising of land prices (and the company-organization. whatever other consequences has, results also rising of land prices (and the potential relative to speculation).

According the customer-oriented culture in relation to the above, we potential relative speculation).

The term gentrification is found at firstofinthe the UK in early 1960s andculture it refers of to can identify the level of adoption customer-oriented The term gentrification iswealthy found atpeople first in the UK in early 1960s and itareas refersofto the then observed trend of to buy property in poor companies-organizations. Since the customer’s opinion plays a leading role in the then observed trend wealthy sometimes people to there buy property in poor areas of London, them, stay of themselves and thus old residents the wayupgrade a company-organization operates, it has confirmed by are all London, upgrade them, stay themselves sometimes therebeen and thus old residents are being indirectly “squeezed”. published field “squeezed”. surveys that they are mainly interested in the degree of being indirectly A description of this phenomenon is includedpersonal in the work of Sociologist Ruth satisfaction of their customers.

Furthermore, contact is emphasized A description ofperiod, this phenomenon is situations included inwere the recorded work of Sociologist Ruth GLASS at the same while similar in other major during the customer's stay while and even upon his departure.

Special offersmajor or GLASS at the same period, similar situations were recorded in other cities in Western countries, by other Researchers. special packages help to make the customer the center of interest.

Definitely, cities in Western countries, bypreoccupied other Researchers.

Since then, the issue has several scholars and for its more the fact, that thethe customer nowpreoccupied demands andseveral prefersscholars special offers, is its a trend Since then, issue has andthe for more comprehensive approach are being summarized below, from various ofcomprehensive current circumstances.

Another parameter that seems interesting is that approach are being summarized below, from the various interpretations of the phenomenon of gentrification, the following: customer relationship management departments communicate with interpretations the phenomenon thecategory following: In a sense, theof phenomenon is dueof togentrification, a trend of a new of social groups customers as soon as they enter the company-organization, there to “return” to the city, leaving the purlieus for several reasons: highbut costsalso in money after. and time to travel from the purlieus to downtown, where work place is, lack of the termat comes from Sociologist Ruth GLASS, 1912-1940.

Ruth search GLASS for wasbetter born in sense1.ofThe safety the distributed residencies outside town centres, Berlin,13where she made her first studies. In 1932 she published an important study entitled: services of health, education, entertainment “at the heart of the city”, (possibly) www.marketingteacher.com Youth Unemployment.

The same year she left Germany and after continuous movements for 14 lower living cost of, “withdrawal” from private access to markets, etc.where Kotter, J. &Cohen.

Dan(2005).The Heart of easier Change, Interbooks studies and research in Geneva, Prague, London and car New York she came back to Publications, London, in According 1943p.66 she published studies regarding cityphenomenon planning. In 1950 sheto became teacher in the to another approach, the is due a systematic and Athens, 15 University College of where sheΚ. continued her social research.

Her public action and Laloumis, D.London, & Sergopoulos, (2017).

Rooms Division Management, long-term informal effort by organized groups, manufacturers, brokers ofStamouli buying her work are characterized by a passion for justice. See also: COLLINS ENGLISH DICTIONARY. Publications, Athens. and selling real estate, etc., for theCodepreciation initially of part of the urban web, in 10th edit.

Wil. COLLINS SONS AND Ltd. London 2009.

WIKIPEDIA: The Free Encyclopedia: 16 Sergopoulos, K. (2017).CRM Application in the Hotel Industry, Doctoral G. ALEXANDRI: http://www.uncanny.net/ wetzel/gentry.htm a Gentrification: variety of ways, in order Abstract. to achieve the “assisted”, “voluntary”, (actually Thesis, Panteion University, Athens,p. 87

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GENTRIFICATION Definition, Types of Intervention, Definition, of intervention, ConcernsTypes of Gentrification Concerns

Conclusion In today’s multi-faced and rapidly changing business environment, the level of customer-oriented philosophy is the most important success factor for a service provider. New technologies help enterprises to confront the intense competition of today, and seek new ways to maintain their competitive advantage. Nowadays, technology packages consistently provide high value to their customers, and the customers realize it. By increasing

By Mr. George-Sp. C. ATHANASOPOULOS customer satisfaction, reducing sales costs, and other activities, the use of CRM Harvard University, Graduate School of Design, Student, helps to increase sales revenue, utilizing and marketing assistance, in

By Mr.service George-Sp. C. ATHANASSOPOULOS Architect order to raise business profit but primarily toStudent increase customer’s loyalty. of the School of Architecture Technical University of Crete

BIBLIOGRAPHY 1. Introductory approach: Defining the concept V. (1998)., SalesDefining Control, Hellennews, Athens, 1. Anfossi, Introductory approach: the concept (444 ANTISTHENIS, the ancient Greek philosopher, BCpp.69-70 - 370 BC, Athens), Κaragiannis, St.the (1998).

Marketing, Anastasakis Publications, ANTISTHENIS, ancient Greek philosopher, (444 BC -“principle”: 370 BC, Athens, Athens), among other wise heritage he left us, he established a great the p.27 among other wise heritage leftthe us,definition he established a greatof“principle”: acquisition of knowledge startshe with of the content concepts. the Karagiannis, St. Exarchos, G. indefinition (2016).

Development, acquisition of knowledge starts with the of the content of concepts.

Based, therefore, on & this “principle” a first, ifTourism not final, approach, thePedio term Publications, Athens, pp.290-291 1 Based, therefore, on this “principle” is inindicated a first, if (in notthe final, approach, the term (and urban gentrification) area of Planning) (or gentrification 1Phillip Kotler, (1977).

Marketing Management, Studien Ausgabe, gentrification (and urban gentrification) indicated (in thefrom area of Planning) (or Sociology as well), as the “refining” of a cityisarea, the removal this, (in various Poeschehel Verlag, Stuttgart, Seite 41 Sociology as well), as the “refining” of a city area, the removal from this, (in various ways), of social groups, usually of low-income and the placement there of artists, Kotler, (2000).

Marketing – Management, EMI-there Interbooks, ways), of social groups, usually of low-income and thethis placement of artists, the operation ofPhilip art galleries, restaurants, etc. However “change”, regardless of pp.122,1304 the operation of art galleries, restaurants, etc.

However this “change”, regardless whatever other consequences has, results also rising of land prices (and theof whatever other results also risingofofChange, land prices (and the Kotter, J. speculation). &consequences Cohen. Dan has, (2005).

The Heart Interbooks potential relative potential relative speculation).

Publications, Athens, p.66 is found at first in the UK in early 1960s and it refers to The term gentrification The term gentrification found atpeople first in the UK in early 1960s and itareas refersofto Laloumis, D.trend & Sergopoulos, Κ.

(2017).

Rooms Division Management, the then observed ofiswealthy to buy property in poor the then observed trend of wealthy sometimes people to there buy property in poor areas Stamouli Publications, Athens.

London, upgrade them, stay themselves and thus old residents areof London, upgrade them, stay themselves sometimes thereder and thus old residents are Schanz (1987).

Vahlens Hand Bücher Wirtschaftskunde being indirectly “squeezed”. being indirectly “squeezed”.

Sozialwissenschaften, in Wirtschaft Verlag Vahlen, A description of thisVerhalten phenomenon is includedOrganisationen, in the work of Sociologist Ruth A description ofperiod, this phenomenon is situations included inwere the recorded work of Sociologist Ruth GLASS at the same while similar in other major Seite160-161 GLASS at the same period, while similar situations were recorded in other major cities inSergopoulos, Western countries, by other K. (2017).

CRMResearchers.

Application in the Hotel Industry, Doctoral cities inPanteion Western countries, by other Researchers.

Since then, the issue has preoccupied Thesis, University, Athens, p. 87 several scholars and for its more Since then, the has several scholars andthe for its more comprehensive approach are being summarized below, from various Steiakakis, Ε. &issue Katos, Α. preoccupied (2007).

Quality and Entrepreneurial Excellence: comprehensive approach are being summarized below, from the interpretations the phenomenon of gentrification, the following: Contribution toof Competitiveness Scientific Volume, University of Piraeus, various p.10 interpretations of the phenomenon gentrification, thecategory following: In aTilikidou, sense, theΕ. phenomenon is dueof to a trend of a new of social groups (2004).

Marketing Research, Ellinika Grammata to “return” to Athens, the city, leaving Publications, p.44 the purlieus for several reasons: high costs in money and time to travel fromWirtschaft the purlieus to downtown, where place is, lack Beckof the Vahlens Großes Lexikon.,(2008).

Band work 3, L R; 2.Auflage, 1.of The termat comes from Sociologist Ruth GLASS, 1912-1940.

Ruth search GLASS for wasbetter sense safety the distributed residencies outside town centres, dtv Seite 1394 Markt als Konstitutives Element der Wirtschaftstheorie born wirdin Berlin, where she made her first studies. In 1932 she published an important study entitled: services of health, entertainment “at the heart the city”,movements (possibly) zum als education, Vorgang Angebot undof Nachfrage treffenfor Youth einen Unemployment.

The same verstanden. year she left Germany and after continuous lower living cost of, “withdrawal” from private car easier access to markets, studies and research in Geneva, Prague, London and New York she came back to London, where aufeinander, und Anbieter und Nachfrager tauschen, eingebettet in etc. einen in According 1943 she published studies regarding cityphenomenon planning. In 1950 sheto became teacher in the to another approach, the is due a systematic and Wettberbsprozess, Leistungen aus.

University informal College of London, where she continued her social research. brokers Her public action and long-term effort by organized groups, manufacturers, of buying www.enterprise-dashboard.com her work are characterized by a passion for justice. See also: COLLINS ENGLISH DICTIONARY. and selling realCOLLINS estate, etc., for theCodepreciation initially of part of the urban web, in 10th edit.

Wil. SONS AND Ltd. London 2009.

WIKIPEDIA: The Free Encyclopedia: www.marketingreacher.com G. ALEXANDRI: http://www.uncanny.net/ wetzel/gentry.htm a Gentrification: variety of ways, in order Abstract. to achieve the “assisted”, “voluntary”, (actually

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