Customer Loyalty and Supply Chain Management (eBook, PDF) - Russo, Ivan; Confente, Ilenia
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  • Format: PDF

Despite much research on the subject in recent years, the relationship between customer loyalty- intended as a buyer's intent to repurchase from a given supplier- and the supply chain strategy remains insufficiently explored and understood by practitioners and academics, while the theme has been extensively developed within the marketing literature. This book fills the gap, drawing a connection between marketing and supply chain literature in order to provide a holistic picture of the customer loyalty framework. It examines how to enhance loyalty, such as value, satisfaction, inventory…mehr

Produktbeschreibung
Despite much research on the subject in recent years, the relationship between customer loyalty- intended as a buyer's intent to repurchase from a given supplier- and the supply chain strategy remains insufficiently explored and understood by practitioners and academics, while the theme has been extensively developed within the marketing literature. This book fills the gap, drawing a connection between marketing and supply chain literature in order to provide a holistic picture of the customer loyalty framework. It examines how to enhance loyalty, such as value, satisfaction, inventory management, distribution chnnel and so forth, to provide a clear picture of B2B supply chain loyalty.

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Autorenporträt
Ivan Russo, Ph.D. is an Associate Professor at University of Verona. His research coalesces under the broad umbrella of supply chain management & marketing. He has published in the Journal of Operations Management, Journal of Business Research, International Journal of Physical Distribution and Logistics Management, International Journal of Production Economics, Journal of Business and Industrial Marketing, International Journal Of Quality And Service Sciences, International Journal Of Entrepreneurship And Small Business.

Ilenia Confente, Ph.D. is an Assistant Professor at University of Verona. Her research interests range from B2B to digital marketing. She has published in Journal of Business Research, Journal of Business and Industrial Marketing, International Journal of Tourism Research, International Journal Of Quality And Service Sciences, International Journal Of Entrepreneurship And Small Business.