Key drivers of satisfaction affecting attitudinal and behavioral loyalty: Combining quantitative and qualitative research methodologies in a B2B setting
Key drivers of satisfaction affecting attitudinal and behavioral loyalty: Combining quantitative and qualitative research methodologies in a B2B setting
The book reviews the impact of satisfaction on loyalty in a Business-To-Business (B2B) environment. It is one of the few studies that investigates the relationship in this context. It concludes, the satisfaction might be a strong indicator for loyalty in the Customer-To-Business environment, but less so in the Business-To-Business environment. Future research needs to take this difference more into account than it does currently. The research also combines qualitative and quantitative techniques to validate the statistical model. The analysis uses Structural Equation models to model measurement design and structural relationships.
List Price: $ 8.50
Price: $ 8.50
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