Volume No. :   9

Issue No. :  1

Year :  2018

ISSN Print :  0976-495X

ISSN Online :  2321-5763


Registration

Allready Registrered
Click to Login

Customer Loyalty: A Methodological and Thematic Review



Address:   Jobin Sabu1, Akhil Satheesh1, Smita Mehendale2
1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India
2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India
*Corresponding Author
DOI No: 10.5958/2321-5763.2018.00120.8

ABSTRACT:
Customer loyalty is about preferences where people choose particular products and shops over other products and shops by other companies. Customer loyalty has always been an important factor of study as far as relationship marketing is concerned. A loyal customer is not just a profit to the business but also a motivation to the developers and producers. The objective of this research was to find out the aspects of customer loyalty and therebyidentifying the themes of the same. Systematic literature review methodology has been used for the development of this paper. Based on the 42 articles collected from various databases like Emerald, Scopus and Science Direct and Ebsco’s Business Host Ultimate, the themes identified for customer specific aspects were Behavioural and Attitudinal characteristics, for marketing mix the aspects were Product, Promotion, Service Quality and Social Media while company specific aspects were Competition, Localization and Innovation. The scope of this study is limited due to few limitations like limited time and budget.
KEYWORDS:
Customer Loyalty, Relationship Marketing, Methodological Review, Thematic Review, Systematic Literature Review
Cite:
Jobin Sabu, Akhil Satheesh, Smita Mehendale. Customer Loyalty: A Methodological and Thematic Review. Asian Journal of Management. 2018; 9(1):767-773.
[View HTML]     



Visitor's No. :   181716