Customer Loyalty: Theory, Measurement and Management

This book explores the multifaceted nature of customer loyalty, with particular emphasis on how it is conceptualized, measured, and managed. It combines scenario analysis with a comprehensive literature review of customer loyalty research in leading marketing journals. Additionally, it includes an exploratory study involving top management from Italian retail companies, shedding light on the challenges they face in maintaining loyalty amidst an increasingly competitive landscape marked by technological advancements and evolving customer expectations. The book also addresses the methods and metrics employed by Italian companies to design and manage customer loyalty initiatives. The research underlines a clear gap between the measurements proposed by the studies and the activities typically undertaken by companies.

Binding Type: Paperback
Publisher: Egea Spa - Bocconi University Press
Published: 04/01/2025
ISBN: 9791281627376
Pages: 212
Weight: 0.70lbs
Size: 9.20h x 6.70w x 0.70d