search query: @journal_id 490 / total: 305
reference: 19 / 305
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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