Customer/Brand Loyalty in an Interactive Marketplace

Don E. Schultz and Scott Bailey

The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer relationships.

Customer/Brand Loyalty in an Interactive Marketplace

Don E SchultzandScott E Bailey

 

INTRODUCTION

Every marketing organization wants to develop loyal customers: customers that buy consistently over time, generally at regular prices, commonly ignoring the pleas and platitudes of competitors. Everyone knows customer loyalty is good. And, marketers, given the recent developments in data capture and management, believe they have fairly good ways of developing and measuring customer loyalty. Customer satisfaction is one. A satisfied customer, at least according to research, tends to remain more loyal to the brand or the product than an unsatisfied customer. Behavior is another....

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