The Influence of Relationship Marketing on Customer Loyalty
The influence of Relationship Marketing by Telecommunication vendors on Kenyan Service Providers' customer loyalty
(Sprache: Englisch)
Increasingly, marketing is moving from a focus on individual transactions and towards a focus on building value-laden relationships and partnerships with the customer. The goal is to deliver long-term value and relationship with existing customers and the...
Leider schon ausverkauft
versandkostenfrei
Buch
35.90 €
- Lastschrift, Kreditkarte, Paypal, Rechnung
- Kostenlose Rücksendung
Produktdetails
Produktinformationen zu „The Influence of Relationship Marketing on Customer Loyalty “
Klappentext zu „The Influence of Relationship Marketing on Customer Loyalty “
Increasingly, marketing is moving from a focus on individual transactions and towards a focus on building value-laden relationships and partnerships with the customer. The goal is to deliver long-term value and relationship with existing customers and the measure of success is customer loyalty. There are many different relationship marketing tactics implemented for retaining customers. However, some of those tactics do not affect customer loyalty effectively and switching behaviors frequently occur among most of targeted customers. Therefore, this study is aimed to investigate the influence of relationship marketing tactics on relationship quality, which in turn influences customer loyalty, by focusing on Kenyan Telecommunication vendor sector. A conceptual framework is developed as a guideline to test the relationships between relationship marketing tactics (service quality, price perception, personalization and value offers), relationship quality constructs (customer satisfaction, customer trust and customer commitment) and finally on customer loyalty.
Bibliographische Angaben
- Autor: Jean Wanjiku Munyaka
- 2013, 72 Seiten, Maße: 22 cm, Kartoniert (TB), Englisch
- Verlag: LAP Lambert Academic Publishing
- ISBN-10: 3659484415
- ISBN-13: 9783659484414
Sprache:
Englisch
Kommentar zu "The Influence of Relationship Marketing on Customer Loyalty"
0 Gebrauchte Artikel zu „The Influence of Relationship Marketing on Customer Loyalty“
Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
---|
Schreiben Sie einen Kommentar zu "The Influence of Relationship Marketing on Customer Loyalty".
Kommentar verfassen