Descrizione

In an economic scenario where complexity and competition are intensifying and change is accelerating, strategies for building customer loyalty are now indispensable for business success, especially in the retail sector. To provide a comprehensive view of this topic, the Channel & Retail Lab at SDA Bocconi and TCC have partnered to produce Customer Loyalty: Theory, Measurement, and Management.
We begin with an introduction to the concept of loyalty, and then shift our attention to the challenges and trends facing retailers, in particular large-scale distributors, cove-ring everything from omnichannel strategies to private labels. The book also contains a systematic literature review on loyalty marketing that highlights various conceptualizations, measurement methodologies, and takeaways for practitioners that have emerged over time, as well as a scenario analysis based on interviews with leading players in retail and manufacturing, focusing on TCC’s experience.
To sum up, Customer Loyalty is an unprecedented contribution to the field offering managers, researchers, and practitioners in the sector a 360-degree view of the topic, revealing gaps and opportunities, and integrating academic research and empirical evidence from the business world.