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Customer loyalty and service brands

In: Customer Loyalty

Author

Listed:
  • Sionade Robinson
  • Lyn Etherington

Abstract

We saw in the previous chapter that when an organization offers a brand to its customers it is in effect extending a promise to them. What is the nature of this promise? Nothing less than a pledge to improve their lives in some significant way.

Suggested Citation

  • Sionade Robinson & Lyn Etherington, 2006. "Customer loyalty and service brands," Palgrave Macmillan Books, in: Customer Loyalty, chapter 5, pages 94-106, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51303-7_5
    DOI: 10.1057/9780230513037_5
    as

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