Colmenares, Oscar A.; Saavedra, José L. - In: Cuadernos de Gestión 7 (2007) 2, pp. 69-81
The concept of loyalty is not new in marketing; in fact, it has been one of the most investigated topics. Nevertheless it has not managed to unify criteria on its definition for being a complex phenomenon. Initially, the study of the loyalty was approached from two different ways: As an...