The Influence of Satisfaction and Switching Costs Upon Customer Loyalty

Given universal requirements of profit and growth in organizations, business executives and academia alike have been engaged in the task of understanding the role of customer management as an organizational asset. It follows that every customer may have their individual value maximized in relation to their business potential to a particular organization. In this perspective, both customer acquisition and customer retention acquire strategic relevance.



Citation:

Fernanda Gastal and Fernando Bins Luce (2006) ,"The Influence of Satisfaction and Switching Costs Upon Customer Loyalty", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 60-61.

Authors

Fernanda Gastal, Universidade Federal Do Rio Grande Do Sul, Brazil
Fernando Bins Luce, Universidade Federal Do Rio Grande Do Sul, Brazil



Volume

LA - Latin American Advances in Consumer Research Volume 1 | 2006



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