Identifying the key issues for measuring loyalty
Bennett, Rebekah & Bove, Liliana (2002) Identifying the key issues for measuring loyalty. Australasian Journal of Market Research, 9(2), pp. 27-44.
In the past researchers have chosen to measure loyalty using purely behavioural or attitudinal measures or attitude-behaviour combinations. The authors recommend that both attitudinal and behavioural loyalty should be measured to gain an appreciation of the loyalty make-up of the firm's customer base. Knowing the proportion of each type of loyalty is important as customer reactions to marketing efforts will differ depending on the factors underlying consistent purchase behaviour.
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|Item Type:||Journal Article|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2002 (please consult author)|
|Deposited On:||12 Nov 2007 00:00|
|Last Modified:||10 Aug 2011 13:19|
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