Mechanics of engendering customer loyalty: A conceptual framework
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RAVI aNSHUMAN V. IIMB Management ReviewSummary: This article attempts a qualitative review of the concept of customer loyalty and companies' need to comprehend the character of customer loyalty in order to find a sound fit between their customer loyalty schemes and the prevailing nature of loyalty among customers. It suggests the mechanics of engendering customer loyalty by deliberating upon the concepts and dynamics of customer satisfaction and emotional attachment, the factors primarily responsible for promoting customer loyalty. A quantitative framework to assess customer loyalty to assess customer loyalty comprehensively through measurement of its antecedents and outcomes has also been proposed and discussed.
| Item type | Current library | Call number | Vol info | Status | Notes | Date due | Barcode | Item holds | |
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Journal Article
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Main Library | Vol 30, Issue 3/ 5559713JA2 (Browse shelf(Opens below)) | Available | 5559713JA2 | |||||
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Main Library On Display | JRNL/GEN/Vol 30, Issue 3/5559713 (Browse shelf(Opens below)) | Vol 30, Issue 3 (30/01/2018) | Not for loan | September, 2018 | 5559713 |
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| Vol 30, Issue 2/ 5559251JA3 Sovereign ratings: Determinants and policy implications for India | Vol 30, Issue 2/ 5559251JA4 Board characteristics and bank performance in India | Vol 30, Issue 3/ 5559713JA1 Navigating from programme loyalty to company loyalty | Vol 30, Issue 3/ 5559713JA2 Mechanics of engendering customer loyalty: A conceptual framework | Vol 30, Issue 3/ 5559713JA3 Style-exposure analysis of large-cap equity mutual funds in India | Vol 30, Issue 3/ 5559713JA4 Dimensions of human capital and firm performance: Micro-firm context | Vol 30, Issue 3/ 5559713JA5 Mathematical model to mitigate planning fallacy and to determine realistic delivery time |
This article attempts a qualitative review of the concept of customer loyalty and companies' need to comprehend the character of customer loyalty in order to find a sound fit between their customer loyalty schemes and the prevailing nature of loyalty among customers. It suggests the mechanics of engendering customer loyalty by deliberating upon the concepts and dynamics of customer satisfaction and emotional attachment, the factors primarily responsible for promoting customer loyalty. A quantitative framework to assess customer loyalty to assess customer loyalty comprehensively through measurement of its antecedents and outcomes has also been proposed and discussed.
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