Customer Loyalty Management: Mechanism Analysis and Strategic Guidance

Author: Yan Haoren
Publisher:
Publish Date: 2005-02-01
Features: Based on a literature review and field research, this book analyzes three main driving factors and four moderating factors that influence customer loyalty. It proposes a basic driving model and a situational moderating model of customer loyalty. Using rigorous and standardized empirical research methods, it systematically and thoroughly examines the effectiveness and practical value of the aforementioned models, thereby enriching the theory and methodology of customer loyalty research. The book is well-structured, logically sound, clearly organized, hierarchically arranged, and written in a fluent style. It serves as an important practical guide and reference for professional managers and marketing personnel in China's business community, while also serving as a reference book for economics and management faculty and graduate students in higher education institutions engaged in related theoretical exploration and academic research.