Argues that, effectively, customers will give as good as they get. Puts forward the arguments why this should be the case, and why the main catalyst ‐ ever keener competition ‐ has made it so. Suggests that there is no disagreement that customer loyalty is the goal, but claims that this presupposes the establishment of trust and a long‐term relationship, and that the only way to gain this trust and long‐term relationship is by first offering it. Organizations will thus need to commit themselves to their customers ‐ a commitment to offer loyalty of service.
Kandampully, J. (1997), "Firms should give loyalty before they can expect it from customers", Managing Service Quality: An International Journal, Vol. 7 No. 2, pp. 92-94. https://doi.org/10.1108/09604529710161478Download as .RIS
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