Customer Loyalty

Beschreibung

The authors argue that the best strategic approach for a company or organization is to regard customer loyalty as a continuing response to changes in society and that this perspective is often neglected in favour of shorter term considerations. They present a new approach that builds upon social and economic research to provide practical guidelines.

Autor*in

S. Robinson

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'Robinson and Etherington provide a fascinating look back at the history of loyalty. They also give tips about how to build and sustain it.' - Justin Keay, European Business

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