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Beyond customer loyalty

James L. Heskett (James L. Heskett is Baker Foundation Professor, at the Harvard Business School, Soldiers Field, Boston, Massachusetts, USA.)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 1 December 2002



Research suggests that while customer satisfaction and loyalty provide a foundation for high levels of customer lifetime value, they support a range of customer behaviors with widely varying values, characterized by mere loyalty (repeat purchase), commitment (willingness to refer others to a product or service), apostle‐like behavior (willingness to convince others to use a product or service), and ownership (willingness to recommend product or service improvements). As a result of these findings, it is of increasing importance that the small number of apostles and owners in a customer portfolio that can drive all of the profits should be identified and cultivated.



Heskett, J.L. (2002), "Beyond customer loyalty", Managing Service Quality: An International Journal, Vol. 12 No. 6, pp. 355-357.




Copyright © 2002, MCB UP Limited

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