Management Theory and Studies for Rural Business and Infrastructure Development, Volume 14

Customer loyalty formation: relationship marketing aspects

Lina Pilelienė

Abstract

Various approaches of relationship marketing school of thought to customer loyalty and
its’ formation are being analyzed in the article. Factors that have been determined by scientists
and that affect consumer behaviour and loyalty are discussed. The logic of the impact of the factors
determined on customer loyalty formation is provided.

Keyword(s): Customer loyalty, relationship marketing, relationship quality, relational benefits


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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.