Logged out
Access All our Essays in an Instant
Swap your work for FREE access, or pay £4.99 for instant access
The object of this study is to propose and empirically analyze a conceptual framework that considers perceived value/ equity, customer satisfaction, Company/consumer identification and switching costs as the determinants of customer loyalty
Member rating: No Rating | Words: | Submitted: Fri Jan 28 2005
Page Preview
On the left is an image preview of every page of this document, and below are the first 150 words with formatting removed:
Executive Summary. Since your company's relationship with its customers changes over time, it's helpful to take advantage of customer loyalty research, to investigate how consumer trends threaten to take away your customers, or can provide new opportunities to hold onto them. Since your profits are most likely closely tied to how well you retain your current customers, this is probably a more than worthwhile investment. Problem Statement. Loyalty can be defined as the non-random repurchase behavior of a brand, or group of brands, following a process of evaluation. A high degree of customer loyalty in a business can result in increased revenue, reduced customer acquisition costs, lower costs of serving repeat purchasers, and eventually improved profitability. So, the question should be asked, how does a business achieve customer loyalty? Based on the cognition-affect-behavior model, this proposal hypothesizes that customer equity mediates the relationship between customer satisfaction and customer loyalty and that customer...
Get instant access
- Instant, unlimited access to our documents in full
- Swap your work for free access, or pay £4.99
- To see the full version of this document and 147,261 others
Receive email updates for this category
- Simply tell us your email address and receive a weekly Study Help Email for FREE
- Receive 3 FREE essay views with each email
- Get all the latest essays from Coursework.Info & discussion from TheStudentRoom.co.uk
