Rethinking Loyalty in Business Relationships

Publikation: KonferencebidragPaperForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
Publikationsdato2012
Antal sider7
StatusUdgivet - 2012
BegivenhedThe 41th EMAC Annual Conference 2012: Marketing to Citizens: Going beyond Customers and Consumers - ISCTE Business School, Lisbon, Portugal
Varighed: 22 maj 201225 maj 2012
Konferencens nummer: 41
http://www.emac2012.org/r/home

Konference

KonferenceThe 41th EMAC Annual Conference 2012
Nummer41
LokationISCTE Business School
LandPortugal
ByLisbon
Periode22/05/201225/05/2012
Internetadresse

Emneord

  • Commitment
  • Loyalty
  • Business relationship

Citationsformater