MARKETING MANAGEMENT

| May 20, 2015

Discussion Board Activity

Read the article provided in the following link http://www.venkyshankar.com/wp-content/uploads/2012/10/Lam_Shankar_Erramilli_Murthy_JAMS_2004.pdf (pages 293-297 only)

(Another link to the article: http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=fcaf0383-c0f9-46d2-be0b-59390238e9e1%40sessionmgr4002&vid=0&hid=4106

http://www.uk.sagepub.com/clow/study/articles/PDFs/14_Lam.pdf )

 

Task: Read the article and

  1. Define value, satisfaction and loyalty.
  2. Briefly explain the relationship between customer value and satisfaction
  3. Briefly explain the relationship between customer satisfaction and loyalty
  4. Briefly explain the mediating role of customer satisfaction in the relationship between customer value and loyalty.

Maximum Limit:  (500 words)

 

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