University of East Anglia
Online Loyalty
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).
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Online Loyalty | 11 |
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