Oxford University Press - Online Resource Centres

Baines, Fill, & Rosengren: Marketing 4e

Chapter 15: Internet activities

  • Activity 15.1: Four types of loyalty

    This will help you learn about the four general types of loyalty - i.e. emotional, price, incentivized, monopoly and how these four types of loyalty can exist for one offering across different customers and situations.

  • Activity 15.2: How to Gain Loyalty

    This activity introduces you to an articles about how to increase customer loyalty. Read the articles and consider the questions provided.