Managing Divided Attitudinal Loyalty of Business Customers

Customers show divided attitudinal loyalty towards various brands. Companies are not adept at handling customers’ divided loyalties because not much is known about this issue. A study by S. Arunachalam and his colleague helps in achieving a nuanced understanding of the reasons and motivations for customers’ divided loyalty attitudes. They also make recommendations on how firms can effectively manage divided-loyal customers through effective dealer relationships and strategies.

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