Commodities and customer loyalty: squaring of the circle?
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Author (Corporation)
Publication date
2022
Typ of student thesis
Course of study
Type
04A - Book part
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Parent work
Commodity Marketing. Strategies, concepts, and cases
Special issue
DOI of the original publication
Link
Series
Management for Professionals
Series number
Volume
Issue / Number
Pages / Duration
185–214
Patent number
Publisher / Publishing institution
Springer
Place of publication / Event location
Cham
Edition
Version
Programming language
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Practice partner / Client
Abstract
The vagabonding buying behaviour observable in the commodity sectors has a negative impact on company profitability. Against this background, the present contribution examines whether customer loyalty is possible for commodities. Proceeding from the several levels of the buying process, generally valid approaches for creating customer loyalty are firstly identified. This is followed by an examination of the transferability of these approaches to commodities. The authors arrive at the conclusion that the identified loyalty factors are not applicable to commodities. Consequently, several suggestions are developed for the increase of customer loyalty in the commodity sectors, which leads to the idea of extended or branded commodities. The contribution closes with an outlook for the use of the results in international marketing.
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ISBN
978-3-030-90656-6
978-3-030-90657-3
978-3-030-90657-3
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Expert editing/editorial review
Open access category
Closed
License
Citation
Billen, P., Raff, T., & Thorrold, C. (2022). Commodities and customer loyalty: squaring of the circle? In M. Enke, A. Geigenmüller, & A. Leischnig (Eds.), Commodity Marketing. Strategies, concepts, and cases (pp. 185–214). Springer. https://doi.org/10.1007/978-3-030-90657-3_11