论文信息 - Commentary on “Loyalty: A Strategic Commitment”

Commentary on “Loyalty: A Strategic Commitment”

© 2003, CORNELL UNIVERSITY. This report is a commentary on an article that was previously published in Cornell Quarterly and which is reprinted herein (see pages 31-46). t has been almost five years since we published our t Cornell Quarterly article on the antecedents and consequences of customer loyalty and six years since we first undertook the research. At the time researchers in other industries were just beginning to understand the financial importance of customer loyalty. The topic retains its urgency, as one marketing expert wrote more recently&dquo;Cus-

J. Bowen | Stowe Shoemaker

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