Analiza loialității în domeniul business to business
Loyalty analysis in business to business

Summary/Abstract: As the main objective of relationship marketing is to establish and maintain long-term relationships that translate into customer loyalty. Following the above introduction of describing the significance of customer loyalty, this article discusses the conceptualisation of loyalty within the three common approaches used in the loyalty literature, including behavioural, attitudinal, and twodimensional(comprising behavioural and attitudinal) for business to business market. This discussion is then followed by a review of the relevant literature on relationship marketing to provide complete image for loyalty.

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