STRATEGY - Linking Customer Loyalty to Growth - In recent years, researchers have created a number of metrics to explain the connections between customer behavior and growth. But under the harsh reality of the marketplace, these efforts have generated more smoke than heat. Nevertheless, managers continue to search for insight into how customers feel -- And how they will behave.
| Year of publication: |
2008
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|---|---|
| Authors: | Keiningham, Timothy L. ; Aksoy, Lerzan ; Cooil, Bruce ; Andreassen, Tor Wallin |
| Published in: |
MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 49.2008, 4, p. 51-57
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