Abstract
The growth in total quality management practices and the adoption of a marketing focus among firms has served to bring issues of customer satisfaction to the forefront of corporate focus and strategy. However, increasingly firms in some key industries are discovering that satisfaction alone is not a good predictor of customer profitability. This has important implications for organizations which have placed significant investment into systems designed to increase customer satisfaction. A growing body of literature exists suggesting that the appropriate focus for an organization is to look beyond customer satisfaction to the issue of customer loyalty.
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© 2015 The Academy of Marketing Science
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Craft, S.H. (2015). Customer Loyalty: An Empirical Investigation of Operationalized Measures of Loyalty. In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_16
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DOI: https://doi.org/10.1007/978-3-319-13141-2_16
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