The main objective of the study is to determine the level of dependence between relationship marketing and the level of customer loyalty to the brand. The study was conducted through a quantitative approach using the CAWI method. Relationships were determined by several factors. The loyalty...

Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty...

In recent years we see a loss of power of individual brands, despite the money and the effort invested in them. The power is now in the hands of retailers. The final challenge of an individual band is the battle it has to win in the store. One way of winning the retail battle is to grow, to...

In many industries, customer retention is considered to be one of the prerequisites of a company’s profitability, while satisfying customer needs is usually regarded as the first step towards customer loyalty. Retention and loyalty are even more important in times of economic crisis when...

We analyze firms' decisions to invest in customer relationship management (CRM) initiatives such as acquisition and retention in a competitive context, a topic largely ignored in past CRM research. We characterize each customer by her intrinsic preference towards each firm, the contribution...

Given the growth of the service sector, and advances in information technology and communications that facilitate the management of relationships with customers, models of service and relationships are a fast-growing area of marketing science. This article summarizes existing work in this area...

In many industries, customer retention is considered to be one of the prerequisites of a company’s profitability, while satisfying customer needs is usually regarded as the first step towards customer loyalty. Retention and loyalty are even more important in times of economic crisis when...

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in International Journal of Educational Management, published by and copyright Emerald Group Publishing Ltd.

The paper emphasizes the relationship marketing stage of development within the banking industry in Romania, by identifying the extent to which business objectives and marketing strategies of companies are customer oriented. In order to achieve this aim a qualitative marketing research was...