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Introduction

  • Manlio Del Giudice
  • Maria Rosaria Della Peruta
Chapter
Part of the Palgrave Studies in Democracy, Innovation, and Entrepreneurship for Growth book series (DIG)

Abstract

Customer loyalty has long time been a topic which has drawn much attention within the academic management literature (Chandrashekaran, Rotte, Tax, & Grewal, 2007; Palmatier, Scheer, & Steenkamp, 2007; Yim, Tse, & Chan, 2008; Del Giudice, & Polski, 2003; Del Giudice & del Giudice, 2003; Del Giudice, & Maggioni, 2014). Heightened competitive dynamics in contexts characterized by high business intensity and oversupply (Bang & Joshi, 2010; Brondoni, 1983, 2002a, 2002b; Busacca, 1991; Schindehutte, Morris, & Kocak, 2008; Sirmon, Hitt, Arregle, & Campbell, 2010;), the evolution of types of competition (Adler, 2010; Ballestra, Del Giudice & Della Peruta, 2014), the progressive saturation of many markets (Li & Atuahene-Gima, 2001; Taherparvar, Esmaeilpour, & Dostar, 2014; Belkahla & Triki, 2011).,; and the structural modifications of the exchange processes induced by the emergence of the digital economy (Gnyawali, Fan, & Penner, 2010; Wind & Mahajan, 2001) have sustained the progressive importance of the topic in recent years, leading to a growing interest of scholars primarily for the interconnections between offer and demand, as a direct consequence of the increasing technological, competitive, and relational complexity that permeates the markets (Brondoni, 2002a, 2002b; Carayannis, 1998, 1999, 2008, 2009, 2013; Carayannis & Alexander, 1999, 2002; Carayannis & Campbell, 2009, 2011; Chung, Jin, & Sternquist, 2007;). Moreover, understanding that the “customer theory” and the behavioral patterns of demand had not given adequate insight into the phenomena resulting from purchase decisions and the evaluation of repurchase options was previously pointed out by several researchers (Berger, Möslein, Piller, & Reichwald, 2005; Day & Wensley, 1983; Grönroos, 1994a, 1994b;). However, only more recently, the study of demand behavior has shown that the extension of research to product–customer interaction subsequent to a purchase is to be considered fundamental to generate new knowledge on a core construct such as customer loyalty (Ball, Coelho, & Machás, 2004; Gijsbrechts, Heerde, & Pauwels, 2008; Tse, Nicosia, & Wilton, 1991; Van Heerde & Bijmolt, 2005;).

Keywords

Switching Cost Customer Relationship Management Customer Loyalty Customer Interaction Digital Economy 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Manlio Del Giudice
    • 1
  • Maria Rosaria Della Peruta
    • 2
  1. 1.International Business AdministrationLink Campus University International Business AdministrationNaplesItaly
  2. 2.Faculty of EconomicsSecond University of Naples Faculty of EconomicsNaplesItaly

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