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| Author: | Diller, H. |
| Title: | Kundenbindung als Marketingziel |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1996 : 2.QUARTAL, VOL. 18:2, p. 81-94 |
| Index terms: | CUSTOMERS LOYALTY MODELS |
| Language: | ger |
| Abstract: | The paper discusses measurement, definition and types of customer loyalty. Within this, some antecedens-variables of loyalty are proposed and results of loyalty instruments are shown. The author postes a two-dimensional model of loyalty with three relationship levels and three groups of generic loyalty-building instruments, that is, trust, power and contracts. |
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