University of East Anglia

Project Description

Online Loyalty

Project Abstract

The importance of relationships in marketing has received considerable research attention, especially in service and channel contexts. Loyalty has been suggested as a relational phenomenon.

One of the difficulties in studying retail relationships is their intrinsic complexities, with relationships existing at several different levels (Crosby & Stephens, 1987). Within traditional retailing relationships can exists between retail salespeople and customers, customers and the store, and with the brands that the store carries (Dodds, Monroe, & Grewal, 1991).

Surveys released for this project:
Online Loyalty 11
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