Commodities and Customer Loyalty: Squaring of the Circle?

Peter Billen (), Tilmann Raff () and Craig Thorrold ()
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Peter Billen: Dualen Hochschule Baden-Württemberg
Tilmann Raff: Duale Hochschule Baden-Württemberg
Craig Thorrold: Fachhochschule Nordwestschweiz

A chapter in Commodity Marketing, 2022, pp 185-214 from Springer

Abstract: Abstract The vagabonding buying behaviour observable in the commodity sectors has a negative impact on company profitability. Against this background, the present contribution examines whether customer loyalty is possible for commodities. Proceeding from several levels of the buying process, generally valid approaches for creating customer loyalty are firstly identified. This is followed by an examination of the transferability of these approaches to commodities. The authors arrive at the conclusion that the identified loyalty factors are not applicable to commodities. Consequently, several suggestions are developed for the increase of customer loyalty in the commodity sectors, which leads to the idea of extended or branded commodities. The contribution closes with an outlook for the use of the results in international marketing.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90657-3_11

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DOI: 10.1007/978-3-030-90657-3_11

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