The changing role of the branch office in supporting brand image and customer loyalty

Within a number of industries, there is a difficulty in integrating the growing dependence on new technology (interactive phone and internet services) with traditional forward facing offices in relation to brand loyalty.

The Changing Role of the Branch Office in Supporting Brand Image and Customer Loyalty

Nino DeNicolaDialogue Resource, Inc., United States.

INTRODUCTION

Marketers in virtually all industries are struggling to deal with the sea change in consumer attitudinal and behavioral orientations that has been occasioned by increasingly sophisticated interactive telephone technology and, even more so, by “critical mass” Internet penetration. For companies with a long tradition of service through branch offices, one of the most pressing challenges is how to sort out and restructure the relationship between telephone, online, and branch office service provision so as to maintain, or even...

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