The concept of customer value has established itself in marketing practice for managing customer relationships. At the center of designing measures to increase customer loyalty is often the value that a customer represents for a provider. However, customer benefits that arise from maintaining the business relationship with a provider are often overlooked. Oliver Conze analyzes the impact of customer benefits on customer loyalty. Through an empirical study, he presents the individually weighted influencing factors of customer loyalty from the perspective of customers and identifies three different segments as types of customer relationships. These allow for a differentiated design of customer relationship management measures. Finally, the author provides concrete recommendations for effective and customer-oriented management of customer relationships.