Ball, Dwayne; Simões Coelho, Pedro; Machás, Alexandra - In: European Journal of Marketing 38 (2004) 9/10, pp. 1272-1293
Loyalty has, over the past decade, become a crucial construct in marketing, and particularly in the burgeoning field of customer relationship management. This paper shows that customer loyalty can be explained to a substantial degree by customer satisfaction, trust, and communication, and shows...
