Vlachos, IP and Skoumpopoulou, D (2014) Loyalty in Crisis: Evidence from Greece. In: Samanta, I, (ed.) Strategic Marketing in Fragile Economic Conditions. IGI Global , Hershey, PA, USA , 1 - 21. ISBN 1466662328
Abstract
This chapter examines customer loyalty across the supply chain during the economic crisis in Greece. The authors posit the following research questions: How does customer's loyalty change in light of the financial crisis and to what extent does customer loyalty contribute to a firm's performance during an economic crisis? The factors discussed are satisfaction, exchange of information, trust, competition, and finally, customer loyalty in fragile economic conditions. In order to examine customer loyalty in a period of crisis, the authors drew their sample from Greek manufacturing companies in 2012. They received 131 usable questionnaires. The total response rate was 13.1%. The results indicate that there is a quite high level of loyalty, which drives them to continue their partnership in the future, but also to recommend their partner to other firms.
Metadata
Item Type: | Book Section |
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Authors/Creators: |
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Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Management Division (LUBS) (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 24 Aug 2015 15:31 |
Last Modified: | 03 Nov 2015 16:24 |
Published Version: | http://dx.doi.org/10.4018/978-1-4666-6232-2.ch001 |
Status: | Published |
Publisher: | IGI Global |
Identification Number: | 10.4018/978-1-4666-6232-2.ch001 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:85804 |