In the article there is an influence presented of feedback and recommendations provided by the customers on customer purchase behavior along with the benefits resulting from using the customer feedback potential in the process of company value creation. On the basis of survey research conducted...

In many markets consumers form long-term relationships with firms. In such settings, a firm's existing customers are valuable assets whose "loyalty" must be maintained through continued investment. In this paper we assume that consumer loyalty is strengthened with repeated buying but may erode...