TITLE

Do patronize me

PUB. DATE
March 2007
SOURCE
Marketing Management;Mar/Apr2007, Vol. 16 Issue 2, p4
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article focuses on the link between a supplier's marketing and service operations and its customer's repatronage behaviors. A report issued by Ruth N. Bolton, Katherine N. Lemon, and Matthew D. Bramlett titled "The Effect of Service Experiences Over Time on a Supplier's Retention of Business Customers," is discussed. The authors investigated how average service levels, variability in service levels, and timing of service delivery influenced contract renewal decisions. The report's findings show that a firm that had favorable experiences for a given service contract is more likely to renew.
ACCESSION #
24990238

 

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