REDEFINING CUSTOMER LOYALTY, THE CUSTOMER'S WAY by M Bhatty
Businesses that think that deep discount pricing or special promotions will lead to customer loyalty should think again, these authors say. Write those authors, "The enticements that businesses usually employ to create and maintain loyalty are not effective." Only a strong, trusting relationship between the customer and a business can create that loyalty. Citing findings in an extensive study their firm conducted, the authors describe just how a business could - and should - create and maintain loyalty.
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