A systems model of customer loyalty in dynamic marketts

摘要

This paepr will explore systemic methods of measuring hte loyalty of customer segments to organisations which operate in dynamic markets. It will aim to develop a model which will use systems thinding to interpret the importance of the interactions that occur between organisations and customers. The aim of the research project as a whole is to develop a model which has conceptual validity and pragmatic application. It should allow manageers to make informed strategic an operational decisions on how to manage interactions between organisation and customer in order to increase or decrease their frequency, character and significance, in other, words to manage the emergent loyalty of customer behaviour.