Abstract
The definition of customer loyalty has long been debated in the marketing community. At issue is not so much the semantic definition of customer loyalty—most marketers would agree that loyalty is shown by a strong affinity or attachment to a given company’s products or services. The differences arise when marketers attempt to measure or evaluate customer loyalty.
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© 2014 Richard Boire
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Boire, R. (2014). Data Mining for Customer Loyalty: A Perspective. In: Data Mining for Managers. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137406194_28
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DOI: https://doi.org/10.1057/9781137406194_28
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-48786-8
Online ISBN: 978-1-137-40619-4
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