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| Author: | Fredericks, J.O. Hurd, R.R. Salter, J.M. II |
| Title: | Connecting customer loyalty to financial results |
| Journal: | Marketing Management
2001 : SPRING, VOL. 10:1, p. 26-32 |
| Index terms: | Customers Loyalty Statistics Finance USA |
| Language: | eng |
| Abstract: | If customer loyalty and financial success are truly linked, why aren't Managers embracing the requisite measures? During the late '80s and early '90s, business leaders and marketing managers worldwide took on the cause of the customer. Hoping to enhance profitability and competitive advantage, they embraced a number of market- and customer-based initiatives and saw customer satisfaction as the key measure and indicator of marketing effectiveness and future financial successes. |
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