The Theory and Practice of Customer Bonding

Abstract

In many markets, customer satisfaction with product and service is no longer enough to guarantee customer retention. Companies are finding that they must make efforts to bond customers to them for the long term through means other than the simple fulfillment of needs and wants. We supply detailed analyses of the customer bonding activities, both intuitive and strategically planned, of four companies. These strategies are considered in the light of the literature on customer attachment, bonding and commitment.

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