Internal and external factors which affect customer loyalty
Abstract
The development of customer loyalty is a strategic objective for most companies. There are many different terms used in business today to describe the process of building customer loyalty. This article describes the benefits of building customer loyalty and explores the essential strategic considerations for companies contemplating the development of loyalty initiatives. It also establishes the relationship between how brands are built today and how customer relationships are cultivated in a manner that leads to loyalty.
Keywords
Citation
Duffy, D.L. (2003), "Internal and external factors which affect customer loyalty", Journal of Consumer Marketing, Vol. 20 No. 5, pp. 480-485. https://doi.org/10.1108/07363760310489715
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited