The Relationship between Customer Loyalty and Purchase Incidence

Little is known about customer loyalty to brands over many dozens or even hundreds of purchases. In this paper we describe, and seek to explain, such patterns of loyalty in two very different markets: a consumer market (laundry detergents), and a more frequently used service (physicians' prescr...

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Bibliographic Details
Published in:	Marketing letters 2004-02, Vol.15 (1), p.5-19
Main Authors:	Stern, Philip, Hammond, Kathy
Format:	Article
Language:	English
Subjects:	Brand loyalty Brand preferences Brands Business studies Cleaning industry Consumer behavior Consumer behaviour Consumers Consumption patterns Customer relationship management Customers Detergents Drugs Hypertension Laundry Loyalty Loyalty programs Market Marketing Markets Modeling Packaged goods Physicians Prescribing Prescription drugs Product choice Purchasing Studies
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