Data Mining for Customer Loyalty: A Perspective

Richard Boire

Chapter Chapter 28 in Data Mining for Managers, 2014, pp 215-219 from Palgrave Macmillan

Abstract: Abstract The definition of customer loyalty has long been debated in the marketing community. At issue is not so much the semantic definition of customer loyalty—most marketers would agree that loyalty is shown by a strong affinity or attachment to a given company’s products or services. The differences arise when marketers attempt to measure or evaluate customer loyalty.

Keywords: Customer Loyalty; Marketing Activity; Customer Behavior; Purchase Behavior; Marketing Program (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-40619-4_28

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DOI: 10.1057/9781137406194_28

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