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The authors argue that the best strategic approach for a company or
organization is to regard customer loyalty as a continuing response
to changes in society and that this perspective is often neglected
in favour of shorter term considerations. They present a new
approach that builds upon social and economic research to provide
practical guidelines.
The authors argue that the best strategic approach for a company or
organization is to regard customer loyalty as a continuing response
to changes in society and that this perspective is often neglected
in favour of shorter term considerations. They present a new
approach that builds upon social and economic research to provide
practical guidelines.
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