Customer Loyalty in Small Companies : A case study approach

Jorge Mongay

ISBN 10: 3848412403 / ISBN 13: 9783848412402

Published by LAP Lambert Academic Publishing, 2012

About this Item

nach der Bestellung gedruckt Neuware - Printed after ordering - The goal of this research is to analyze and understand the critical factors to take into account when developing policies oriented to create and sustain loyalty in customers. The scope of the research is Small and Medium Sized Enterprises (SME s) mainly those small ones, although some medium sized have been analyzed as well. All the analyzed companies operate in the B2B sector and are based in the geographical area of Catalunya (Spain), making the research very specific and specialized. After a deep analysis of the literature review published mainly in the last 15 years, it has been designed a set of 8 case studies which cover several research techniques like personal interviews with the managers, observation, data collection, surveys and experimentation using simulation software tools. Out of the total 8 companies, 6 of them are small, (between 10 and 49 employees), and 2 of them are medium sized ( between 50 and 500 employees). The conclusions of the research are expressed into the final Model of Customer Loyalty Drivers applied to SME s in a B2B environment .

Seller Inventory # 9783848412402

Bibliographic Details

• Title: Customer Loyalty in Small Companies : A case study approach
• Publisher: LAP Lambert Academic Publishing
• Publication Date: 2012
• Language: English
• ISBN 10: 3848412403
• ISBN 13: 9783848412402
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 22W x 15H x 1.7D centimeters 22 centimeters width by 15 centimeters height by 1.7 centimeters depth
• Weight: 439 grams

About this title

Synopsis

The goal of this research is to analyze and understand the critical factors to take into account when developing policies oriented to create and sustain loyalty in customers. The scope of the research is Small and Medium Sized Enterprises (SME’ s) mainly those small ones, although some medium sized have been analyzed as well. All the analyzed companies operate in the B2B sector and are based in the geographical area of Catalunya (Spain), making the research very specific and specialized. After a deep analysis of the literature review published mainly in the last 15 years, it has been designed a set of 8 case studies which cover several research techniques like personal interviews with the managers, observation, data collection, surveys and experimentation using simulation software tools. Out of the total 8 companies, 6 of them are small, (between 10 and 49 employees), and 2 of them are medium sized ( between 50 and 500 employees). The conclusions of the research are expressed into the final “Model of Customer Loyalty Drivers applied to SME’s in a B2B environment”.

About the Author

Dr. Jorge Mongay is Professor of International Business and Marketing Management at ESIC Business School, Universidad Autonoma de Barcelona (UAB) and Arcadia University (USA). CEO and Founder of The European Center for South East Asian Studies (ECSEAS) and Director of Research at SBS Swiss Business School (Zurich).