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Commodities and Customer Loyalty: Squaring of the Circle?

In: Commodity Marketing

Author

Listed:
  • Peter Billen

    (Dualen Hochschule Baden-Württemberg)

  • Tilmann Raff

    (Duale Hochschule Baden-Württemberg)

  • Craig Thorrold

    (Fachhochschule Nordwestschweiz)

Abstract

The vagabonding buying behaviour observable in the commodity sectors has a negative impact on company profitability. Against this background, the present contribution examines whether customer loyalty is possible for commodities. Proceeding from several levels of the buying process, generally valid approaches for creating customer loyalty are firstly identified. This is followed by an examination of the transferability of these approaches to commodities. The authors arrive at the conclusion that the identified loyalty factors are not applicable to commodities. Consequently, several suggestions are developed for the increase of customer loyalty in the commodity sectors, which leads to the idea of extended or branded commodities. The contribution closes with an outlook for the use of the results in international marketing.

Suggested Citation

  • Peter Billen & Tilmann Raff & Craig Thorrold, 2022. "Commodities and Customer Loyalty: Squaring of the Circle?," Management for Professionals, in: Margit Enke & Anja Geigenmüller & Alexander Leischnig (ed.), Commodity Marketing, pages 185-214, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90657-3_11
    DOI: 10.1007/978-3-030-90657-3_11
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