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Notes of caution for relationship marketing

Notes of caution for relationship marketing Believes loyal relationships are more appropriate to business‐to‐business markets than consumer market. Looks at some of the main assumptions of loyalty marketing, raising some major doubts about them. Concludes that customer satisfaction is a more fundamental touchstone of business performance than loyalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Antidote Emerald Publishing

Notes of caution for relationship marketing

Gould, B
The Antidote , Volume 3 (5): 2 – Aug 1, 1998
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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1363-8483
DOI
10.1108/EUM0000000006569
Publisher site
See Article on Publisher Site

Abstract

Believes loyal relationships are more appropriate to business‐to‐business markets than consumer market. Looks at some of the main assumptions of loyalty marketing, raising some major doubts about them. Concludes that customer satisfaction is a more fundamental touchstone of business performance than loyalty.

Journal

The Antidote – Emerald Publishing

Published: Aug 1, 1998

Keywords: Relationships marketing; Business‐to‐business marketing; Loyalty

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