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    Author(s)
    Rundle-Thiele, S
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2006
    Metadata
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    Abstract
    Loyalty has been widely researched and while we know the ways that customers demonstrate their loyalty and the factors that influence loyalty, research reporting consumer and marketer views of loyalty is scant. To date there has been no attempt to compare and contrast marketers' views on loyalty with their own consumer's views. The purpose of this paper is to report research that responds to this ommission.Loyalty has been widely researched and while we know the ways that customers demonstrate their loyalty and the factors that influence loyalty, research reporting consumer and marketer views of loyalty is scant. To date there has been no attempt to compare and contrast marketers' views on loyalty with their own consumer's views. The purpose of this paper is to report research that responds to this ommission.
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    Journal Title
    Journal of Consumer Marketing
    Volume
    23
    Issue
    7
    Subject
    Commerce, management, tourism and services
    Publication URI
    http://hdl.handle.net/10072/13985
    Collection
    • Journal articles

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