Connecting customer loyalty to financial results

There is a significant difference between satisfaction, which is largely a passive customer condition, and loyalty, which is an active or even proactive relationship with the supplier. Truly aspiring to meet customer needs, developing direct measures of loyalty, retention, and attraction based on th...

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Bibliographic Details
Published in:Marketing management (Chicago, Ill.) Ill.), 2001-04, Vol.10 (1), p.26
Main Authors: Fredericks, Joan O, Hurd, Ronald R, Salter, James M
Format: Magazinearticle
Language:English
Subjects:
Brand loyalty
Competition
Competitive advantage
Customer relationship management
Customer satisfaction
Customer services
Financial analysis
Loyalty programs
Marketing
Six Sigma
Statistical data
Stockholders
Total quality
Online Access:Get full text
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Summary:There is a significant difference between satisfaction, which is largely a passive customer condition, and loyalty, which is an active or even proactive relationship with the supplier. Truly aspiring to meet customer needs, developing direct measures of loyalty, retention, and attraction based on these same needs, and linking those measures to internal processes and financial outcomes is what finally puts companies on the path to creating shareholder value through loyal customers.
ISSN:1061-3846