Blurred zone in knowledge: Is customer loyalty really a consequence of high satisfaction?
Keywords:
Market share, Loyalty, Fidelization, NeuromarketingAbstract
Given the importance that has the clients' base for the profitability of the organizations, there are innumerable the examples of companies that try to protect itself in the market share and in the loyalty of its clients as source of income. According to the above, it seems to come, according to a part of the investigators as the result of a high satisfaction in the clients. It might turn out to be difficult to refute such an obvious and forceful affirmation, but there is another part of the investigators who promulgate the opposite, that is to say, that the loyalty not necessarily comes from a high satisfaction. The present investigation, of theoretical character, chases to analyze and to understand the difference of currents that exist concerning the relation between the concepts of satisfaction and loyalty, including in addition a vision more updated with the contributions that the neuromarketing has realized concerning this discussion.
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