The effectiveness of Relational bonds on Loyalty

ISBN-13: 9786138332169 / Angielski / Miękka / 2018 / 60 str.

Shamini Newton; Victoria Rossana Ragel

Opis

In today's competitive business world, relationship marketing has been viewed as a key to the success of every business and it is emerging as the core of all marketing activities. Keeping customer loyalty is a critical intention of relationship marketing. Through chapters and empirical research study, this book discusses the importance of relationship marketing, concept of relational bond in relationship marketing, explaining the relationship marketing through the inclusion of relational bonds and empirical evidence of achieving customer loyalty through implementing relational bonds. And also this book reflects particularly, the impact of relational bonds on loyalty mediated with satisfaction. This publication is an essential source for researchers, professionals, managers, and upper level students interested in understanding relational bond and loyalty.

O autorze

Ms. Shamini Newton is a first class degree holder in BBA (Marketing Specialization) at Eastern University, Sri Lanka. Presently working as a Lecturer (Probationary) at Trincomalee Campus, Eastern University, Sri lanka. And co-author Ms.V.R.Ragel, who is a Dean attached to Faculty of commerce and Management, Eastern University, Sri Lanka.