haku: @author Selnes, F. / yhteensä: 5
viite: 4 / 5
| Tekijä: | Selnes, F. |
| Otsikko: | An examination of the effect of product performance on brand reputation, satisfaction and loyalty |
| Lehti: | European Journal of Marketing
1993 : VOL. 27:9, p. 19-35 |
| Asiasana: | MARKETING CUSTOMERS LOYALTY |
| Kieli: | eng |
| Tiivistelmä: | Customer loyalty is a major strategic objective and focus in marketing. It has been suggested that brand reputation is a major driver of customer loyalty, and hence companies seek to increase the equity of their brands. Quality affects not only customer satisfaction, but also the reputation of the brand. This article presents a theoretical model which integrates quality, brand reputation, customer satisfaction and loyalty. The model is tested in four industries, covering both business-to-business markets and private customer markets. |
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