Abstract
This conceptual paper develops an alternative understanding of the foundation of commitment and loyalty in business relationships. It is argued that commonly used facets of commitment and loyalty depend on past behavior or expectations but do not explain the foundation of such commitment and loyalty. The paper develops a relevant constructs which explain the alignment and match between customers and suppliers. The foundation of commitment and loyalty should be seen as an aggregated match of three elements: business understanding, business resources,
and business interaction. The new model for the foundation of loyalty contributes to an understanding of loyalty and customer behavior in business markets and challenges current loyalty measurement models.
and business interaction. The new model for the foundation of loyalty contributes to an understanding of loyalty and customer behavior in business markets and challenges current loyalty measurement models.
| Originalsprog | Engelsk |
|---|---|
| Publikationsdato | 2012 |
| Antal sider | 7 |
| Status | Udgivet - 2012 |
| Begivenhed | The 41th EMAC Annual Conference 2012: Marketing to Citizens: Going beyond Customers and Consumers - ISCTE Business School, Lisbon, Portugal Varighed: 22 maj 2012 → 25 maj 2012 Konferencens nummer: 41 http://www.emac2012.org/r/home |
Konference
| Konference | The 41th EMAC Annual Conference 2012 |
|---|---|
| Nummer | 41 |
| Lokation | ISCTE Business School |
| Land/Område | Portugal |
| By | Lisbon |
| Periode | 22/05/2012 → 25/05/2012 |
| Internetadresse |
Emneord
- Commitment
- Loyalty
- Business relationship