Customer Loyalty

Sandro Castaldo

• 01 april 2025
• 9791281627383

Samenvatting:

In an economic scenario where complexity and competition are intensifying and change is accelerating, strategies for building customer loyalty are now indispensable for business success, especially in the retail sector. To provide a comprehensive view of this topic, the Channel & Retail Lab at SDA Bocconi and TCC have partnered to produce Customer Loyalty: Theory, Measurement, and Management. We begin with an introduction to the concept of loyalty, and then shift our attention to the challenges and trends facing retailers, in particular large-scale distributors, cove-ring everything from omnichannel strategies to private labels. The book also contains a systematic literature review on loyalty marketing that highlights various conceptualizations, measurement methodologies, and takeaways for practitioners that have emerged over time, as well as a scenario analysis based on interviews with leading players in retail and manufacturing, focusing on TCC' s experience. To sum up, Customer Loyalty is an unprecedented contribution to the field offering managers, researchers, and practitioners in the sector a 360-degree view of the topic, revealing gaps and opportunities, and integrating acade