Research Proposal. Affecting Customers Loyalty.

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Issue:

Business

 

Written by:

Thomas L

 

Date added:

March 9, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

18 / 4969

 

Was viewed:

6996 times

 

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Essay content:

Differentiation through the delivery channel (i.e. delivery of services against payment) is difficult. A growing number of service companies have embarked on a journey of positioning through the communication channel (i.e. advertising and personal selling) (Andreassen, T. 1995), with the objective of building strong corporate images in order to create relative attractiveness...
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advertising and personal selling) (Andreassen, T. 1995), with the objective of building strong corporate images in order to create relative attractiveness. This development is in line with Lovelock (1984) who claims that «(images).. . are likely to play only a secondary role in customer choice decisions unless competing services are perceived as virtually identical on performance, price, and availability»...
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