Do loyal customers really pay more for services?
Sign Up to like & getrecommendations! Published in 2017 at "Journal of the Academy of Marketing Science"
DOI: 10.1007/s11747-016-0491-8
Abstract: Service firms are encouraged by historic evidence that loyal customers are less price sensitive. Yet, some research has challenged the assertion while others have demonstrated considerable heterogeneity within loyal segments. Aiming to reconcile this debate,… read more here.
Keywords: loyalty; behavioral loyalty; price; service ... See more keywords