For a customer communication strategy to be successful in the sense of building a loyal customer base that will recurrently generate revenue with a business, a range of influential factors must be considered: customer satisfaction or the familiarity with, and appeal of the brand are mainly product related while the relationship oriented factors driving loyalty are trust, perceived quality of the interaction or relationship and the expected utility from the relationship over time.
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© 2009 Gabler | GWV Fachverlage GmbH
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Zeidler, C. (2009). Introduction and problem frame. In: Mobile Support in Customer Loyalty Management. Gabler. https://doi.org/10.1007/978-3-8349-8301-5_1
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DOI: https://doi.org/10.1007/978-3-8349-8301-5_1
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