Customer Loyalty

Theory, Measurement and Management

von Sandro Castaldo

206 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

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.

• Reihe: None
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9791281627376
• Sprache: Englisch
• Erscheinungsdatum: 01.04.2025
• Größe: 235 x 171 mm
• Verlag: Egea Spa - Bocconi University Press