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Palgrave Macmillan

Customer Loyalty

A Guide for Time Travelers

  • Book
  • © 2006

Overview

Authors:
  1. Sionade Robinson
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  2. Lyn Etherington
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Table of contents (10 chapters)

  1. Front Matter

    Pages i-xv
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  2. What do customers want?

    • Sionade Robinson, Lyn Etherington
    Pages 1-21

  3. Lessons in customer loyalty from the past

    • Sionade Robinson, Lyn Etherington
    Pages 22-46

  4. New customers, new challenges

    • Sionade Robinson, Lyn Etherington
    Pages 47-71

  5. The benefits of winning customer loyalty

    • Sionade Robinson, Lyn Etherington
    Pages 72-93

  6. Customer loyalty and service brands

    • Sionade Robinson, Lyn Etherington
    Pages 94-106

  7. The one question that really matters

    • Sionade Robinson, Lyn Etherington
    Pages 107-124

  8. The loyalty-building experiences take center stage

    • Sionade Robinson, Lyn Etherington
    Pages 125-146

  9. Making loyalty-building experiences happen

    • Sionade Robinson, Lyn Etherington
    Pages 147-157

  10. The future

    • Sionade Robinson, Lyn Etherington
    Pages 158-167

  11. Summary of key points

    • Sionade Robinson, Lyn Etherington
    Pages 168-169

  12. Back Matter

    Pages 170-174
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Keywords

About this book

The authors argue that the best strategic approach for a company or organization is to regard customer loyalty as a continuing response to changes in society and that this perspective is often neglected in favour of shorter term considerations. They present a new approach that builds upon social and economic research to provide practical guidelines.

Reviews

'Robinson and Etherington provide a fascinating look back at the history of loyalty. They also give tips about how to build and sustain it.' - Justin Keay, European Business

About the authors

SIONADE ROBINSON is co-founder of the services excellence consultancy, Cape Consulting. She holds a doctorate in Systems Sciences and has worked for the global workplace learning consultancy, the Forum Corporation as well as setting up a research team at Cass Business School to study ways of developing service strategies to improve customer satisfaction. She works with all industries, particularly financial services, professional services and the leisure industry.

LYN ETHERINGTON is co-founder of the services excellence consultancy, Cape Consulting. She worked previously as Marketing Director at Granada and as a consultant to banks and financial institutions in northern Europe. She has particular experience working in banking and financial services sectors as well as other consumer and business to business markets, including professional services, IT and leisure.

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