What price on loyalty when a brand switch is just a click away?

Qualitative Market Research: An International Journal

Volumn 4, Issue 3, 2001, Pages 160-168

  Clarke, Ken ^a  

^a Millward Brown   (United Kingdom)

Author keywords

Brand equity; Consumer attitudes; Customer loyalty; Internet

Indexed keywords

EID: 84986101188     PISSN: 13522752     EISSN: None     Source Type: Journal    
DOI: 10.1108/13522750110393062     Document Type: Review

References (6)

1. Clarke, K. (2000), “Customer satisfaction: is it a strong enough bond?”, Proceedings of Automotive Marketing 2000 Conference, ESOMAR, Lausanne, Switzerland.
2. Dyson, P., Farr, A. and Hollis, N. (1996), “Understanding, measuring and using brand equity”, Journal Advertising Research, November-December.
3. Reichheld, F.F. and Sasser, E. Jr (1990), “Zero defections: quality comes to services”, Harvard Business Review, September-October.
4. Reichheld, F.F. and Schefter, P. (2000), “E-loyalty: your secret weapon on the Web”, Harvard Business Review, July-August.
5. Jones, T.O. and Sasser, E. Jr (1995), “Why satisfied customers defect”, Harvard Business Review, November-December.
6. Shaw, R. (1998), Improving Marketing Effectiveness, The Economist Books.