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Assessing Customer Loyalty: A Literature Review

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  • Moisescu, Ovidiu-Ioan

Abstract

In the contemporary market context, characterized by increasing competition and a rapidly changing marketing environment, customer loyalty has become an extremely valuable business intangible asset, being essential for any business strategy. Moreover, brand loyalty, as a constituent of brand equity, has been intensively researched as a key issue in the marketing literature of the last decades. The current paper is part of a larger study directed at analyzing the impact of perceived CSR on customer loyalty. Considering this larger study’s purpose, it is important that, before anything else, the theories and methodologies related to assessing perceived CSR and, respectively, customer loyalty be reviewed. This paper focuses on customer loyalty, by reviewing some of the most relevant scientific approaches regarding the methodologies that can be applied when customer loyalty must be assessed.

Suggested Citation

  • Moisescu, Ovidiu-Ioan, 2014. "Assessing Customer Loyalty: A Literature Review," MPRA Paper 65287, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:65287
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    File URL: https://mpra.ub.uni-muenchen.de/65287/9/MPRA_paper_65287.pdf
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    References listed on IDEAS

    as
    1. Norris, Michael & Oppenheim, Charles, 2007. "Comparing alternatives to the Web of Science for coverage of the social sciences’ literature," Journal of Informetrics, Elsevier, vol. 1(2), pages 161-169.
    2. Aghaei Chadegani, Arezoo & Salehi, Hadi & Md Yunus, Melor & Farhadi, Hadi & Fooladi, Masood & Farhadi, Maryam & Ale Ebrahim, Nader, 2013. "A Comparison between Two Main Academic Literature Collections: Web of Science and Scopus Databases," MPRA Paper 46898, University Library of Munich, Germany, revised 18 Mar 2013.
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    Cited by:

    1. Herle Flavia - Andreea, 2018. "The Impact of Destination Image on Tourists’ Satisfaction and Loyalty in the Context of Domestic Tourism," Marketing – from Information to Decision Journal, Sciendo, vol. 1(2), pages 14-26, December.

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    More about this item

    Keywords

    customer; brand; loyalty; assessment; trust; commitment;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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