Customer Loyalty: Theory, Measurement, and Management
AA.VV
EGEA spa
Ebook
211
Pages
reportRatings and reviews aren’t verified Learn More
About this ebook
In an economic scenario where complexity and competition are intensifying and change is accelerating, strategies for building customer loyalty are now indispensable for business success, especially in the retail sector. To provide a comprehensive view of this topic, the Channel & Retail Lab at SDA Bocconi and TCC have partnered to produce Customer Loyalty: Theory, Measurement, and Management. We begin with an introduction to the concept of loyalty, and then shift our attention to the challenges and trends facing retailers, in particular large-scale distributors, cove-ring everything from omnichannel strategies to private labels. The book also contains a systematic literature review on loyalty marketing that highlights various conceptualizations, measurement methodologies, and takeaways for practitioners that have emerged over time, as well as a scenario analysis based on interviews with leading players in retail and manufacturing, focusing on TCC’s experience. To sum up, Customer Loyalty is an unprecedented contribution to the field offering managers, researchers, and practitioners in the sector a 360-degree view of the topic, revealing gaps and opportunities, and integrating academic research and empirical evidence from the business world.
Rate this ebook
Tell us what you think.
Reading information
Smartphones and tablets
Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.
Laptops and computers
You can listen to audiobooks purchased on Google Play using your computer's web browser.
eReaders and other devices
To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Center instructions to transfer the files to supported eReaders.
