Look after me and I will look after you!
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