Customer Loyalty : Theory, Measurement and Management

Unlock the secrets to building lasting customer relationships in the competitive retail landscape.

In today's complex economic climate, Customer Loyalty: Theory, Measurement, and Management offers a comprehensive guide to understanding and implementing effective loyalty strategies. This professional resource combines academic research with real-world insights, providing a 360-degree view of customer loyalty in the retail sector. Explore the challenges and trends facing retailers, from omnichannel strategies to the power of private labels, and discover how to bridge the gap between theory and practice.

This insightful guide is perfect for managers, researchers, and practitioners seeking to:

• Understand the evolving concept of customer loyalty.
• Measure and manage loyalty effectively using key performance indicators (KPIs).
• Develop customer-centric strategies for long-term success.

Gain a competitive edge by mastering the art of customer loyalty. Discover the gaps and opportunities that can transform your business today!

is Professor of Marketing at Bocconi University. He is director of Economia & Management, the Sda Bocconi Review, and scientific director of the Channel and Retail Lab at Sda Bocconi. He is the author and editor of more than 30 books on Marketing, Channel & Retail Management, Trust and Shopper Behavior. He has written articles on trust, channel partnerships, shopper behavior and omnichannel strategies for Business Ethics Quarterly, Economics & Management, Journal of Business Ethics, Journal of Business Research, Journal of Retailing, Journal of Retailing and Consumer Services and many others.