Abstract
Many authors propose that customer loyalty is the central objective in relationship marketing. There is controversy, however, as to whether and to what extent this goal is realistic when one considers the personal interests of the consumers. This chapter investigates this question and uses motivation theory to draw out useful customer bonding management activities. The chapter also identifies the kinds of customer bonding required for certain beneficial loyalty effects and uses empirical findings to check whether customer behavior provides evidence of the validity of the idea of loyal customers.
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Diller, H. (2000). Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers. In: Hennig-Thurau, T., Hansen, U. (eds) Relationship Marketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-09745-8_2
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DOI: https://doi.org/10.1007/978-3-662-09745-8_2
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