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A holistic approach to customer loyalty research

Date of publication: January 1, 2000

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Companies: Microsoft,

Authors: Lars Bo Anderson, Christian Agger

Abstract:

This presentation describes a case study conducted for Microsoft Denmark in 2002. The aim of the presentation is to describe the fruitfulness of involving internal relations of the client company when working with customer satisfaction, thus obtaining a more holistic approach.In accordance with this approach the presentation also emphasises the importance of working with processes of realisation and incremental change when implementing far reaching research results.

Lars Bo Anderson

Author

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Christian Agger

Author

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Anderson and Agger (2000a, January 01). A holistic approach to customer loyalty research. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/linking-customer-satisfaction-to-loyalty-and-performance