Do patronize me

March 2007
Marketing Management;Mar/Apr2007, Vol. 16 Issue 2, p4
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.


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