ROYALTIES FROM LOYALTIES

1 February 1994

journal article
Published by Emerald Publishing in Journal of Business Strategy

Vol. 15 (2) , 47-51
https://doi.org/10.1108/eb039626

Abstract

If quality begets customer satisfaction and customer satisfaction begets customer retention, why doesn't customer retention beget customer loyalty—and greater profits? Because loyalty's a fickle thing—and needs proper management to thrive.

Keywords

LOYALTY'S
ROYALTIES
FICKLE
THRIVE
THING
RETENTION
SATISFACTION
LOYALTIES IF QUALITY
QUALITY BEGETS CUSTOMER

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