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The Strategic Power of Customer Relationships: Leveraging Loyalty to Create Value
Companies need to manage their customer base according to loyalty-based logic, focused on building and maintaining loyal relationships that stand the test of time. This reality has long been underscored by the shift from transactional to relationship marketing. The digital revolution has fueled and accelerated this transition, redefining the structure and competitive mechanisms of many industries ...
Short- and Long-Term Metrics: Key Loyalty Indicators That Truly Matter
From a managerial perspective, the issue of loyalty is a critical one for improving business performance (McManus and Guilding, 2008). However, loyalty, as a multidimensional construct that includes attitudes, intentions, and behaviors, is not always easy to measure (Belli et al., 2022). In an attempt to do so, companies refer to parameters such as customer value, purchase frequency, retention, penetration, ...