Understanding and profitably managing customer loyalty
(2008)
Journal Article
Gee, R., Coates, G., & Nicholson, M. (2008). Understanding and profitably managing customer loyalty. Marketing Intelligence & Planning, 26(4), 359-374. https://doi.org/10.1108/02634500810879278
Purpose – The purpose of the paper is to draw together the salient issues surrounding customer loyalty and customer relationship management (CRM) into a single coherent discussion. Various schools of academic thought are examined. The paper concludes... Read More about Understanding and profitably managing customer loyalty.