This book explores the multifaceted nature of customer loyalty, with particular emphasis on how it is conceptualized, measured, and managed. It combines scenario analysis with a comprehensive literature review of customer loyalty research in leading marketing journals. Additionally, it includes an exploratory study involving top management from Italian retail companies, shedding light on the challenges they face in maintaining loyalty amidst an increasingly competitive landscape marked by technological advancements and evolving customer expectations. The book also addresses the methods and metrics employed by Italian companies to design and manage customer loyalty initiatives. The research underlines a clear gap between the measurements proposed by the studies and the activities typically undertaken by companies.

Pages: 212

Trade Paper: ISBN 9791281627376; $34.95

Author:

Sandro Castaldo is Professor of Marketing at Bocconi University. He is director of Economia & Management, the Sda Bocconi Review, and scientific director of the Channel and Retail Lab at Sda Bocconi.He is the author and editor of more than 30 books on Marketing, Channel & Retail Management, Trust and Shopper Behavior. He has written articles on trust, channel partnerships, shopper behavior and omnichannel strategies for Business Ethics Quarterly, Economics & Management, Journal of Business Ethics, Journal of Business Research, Journal of Retailing, Journal of Retailing and Consumer Services and many others.