This attention has focused upon, among other things: (1) the nature and causes of loyalty, (2) its measurement and (3) its overall importance and utility in the development of marketing strategy. However, loyalty to intangible products ( services)anbsp;...
|Title||:||Creativity in services marketing|
|Author||:||M. Venkatesan, Diane H. Schmalensee, Claudia E. Marshall, American Marketing Association|
|Publisher||:||Amer Marketing Assn - 1986|