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VDM Verlag Understanding services loyalty: An empirical exploration of theoretical structure in two service markets

Name: Understanding services loyalty: An empirical exploration of theoretical structure in two service markets
Brand: VDM Verlag
Price: 72.0 GBP
Availability: InStock

Call Centre Management

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Description

There has been a great deal of debate over the past 70 years about the construct of loyalty and how it is best measured. There has been no consistency. This has led to an untenable situation where marketers are disillusioned with loyalty and as a result they are shifting away from measuring and tracking loyalty. An important rationale for this work is to improve our understanding of loyalty by identifying what loyalty is and what it is not. A more insightful view of loyalty can help marketers to develop and reinforce marketing programs to increase loyalty and hence profits, based on the types of loyalty that are actually exhibited by their consumers. To improve our understanding of loyalty seven dimensions of loyalty namely preferential purchase, allegiance, attitudinal loyalty, propensity to be loyal, situational loyalty, resistance to competing offers, and complaining behaviour were tested. Three behavioural dimensions, namely citizenship behaviour, resistance to competing offers and preferential purchase in addition to the attitudinal dimension of loyalty can be considered as measures of loyalty.

Product Specifications

Brand: VDM Verlag
Format: paperback
ASIN: 3639128672
Category: Books > Subjects > Business, Finance & Law > Management > Call Centre Management
Domain: Amazon UK
Release Date: 02 December 2009
Listed Since: 07 December 2009

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It has never been this cheap. We have no record of a lower price.

VDM Verlag Understanding services loyalty: An empirical exploration of theoretical structure in two service markets

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Price Analysis

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Similar Products You Might Like

Loyalty in Indian Services Sector: A Relationship Model in Retail Banking

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