In Loyalty Myths, the authors have assembled
53 of the most common beliefs about customer loyalty – all of
them wrong or misconceived! Each of the beliefs in this book is
debunked with real-world examples. While other books speak in
platitudes; this book is the only one to validate each proposition
with real data.
Granted unprecedented access to customer records from a variety
of multi-national corporations. Through these records, Ipsos
Loyalty was able to precisely track the impact of this
customer-centric construct on actual purchasing behavior. The
authors’ findings and conclusions will stun business leaders
around the world. The lessons learned from these provide a true
guide for the proper use of customer loyalty.
Cuprins
Myths.
Preface.
INTRODUCTION: The Myths of Loyalty: Did the Gods Mislead Us?
Chapter 1. Loyalty Myths That Subvert Company Goals.
Chapter 2. Loyalty Myths Contaminating Company Management
Practices.
Chapter 3. Loyalty Myths about Customers: Their Needs,
Behaviors, and Referrals.
Chapter 4. Loyalty Myths Concerning Loyalty Programs.
Chapter 5. Loyalty Myths about Loyalty, Share of Business, and
Profitability.
Chapter 6. Loyalty Myths Regarding Employees.
Chapter 7. The Foundations of Customer Loyalty.
Chapter 8. The Right Way to Manage for Customer Loyalty.
Acknowledgments.
Notes.
Index.
Despre autor
TIMOTHY L. KEININGHAM is Senior Vice President and Head of
Consulting for Ipsos Loyalty. He is the author of several books and
articles on customer satisfaction and loyalty, and has won best
paper awards from the Journal of Marketing and the Journal of
Service Research.
TERRY G. VAVRA is Chairman Emeritus of Ipsos Loyalty. He is a
customer satisfaction and loyalty consultant, a public speaker on
these subjects, and the author of four books (including one of the
first books on CRM) and numerous articles in these fields. He is
also a former educator who taught at the graduate level.
LERZAN AKSOY is Assistant Professor of Marketing at Koç
University in Istanbul, Turkey. Her research interests include
customer satisfaction, loyalty, and relationship management. She
has provided executive training on customer relationship management
to executives from numerous multinational companies.
HENRI WALLARD is CEO of Ipsos in charge of Ipsos Loyalty.
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