Customer Loyalty and Supply Chain Management

Despite much research on the subject in recent years, the relationship between customer loyalty- intended as a buyer's intent to repurchase from a given supplier- and the supply chain strategy remains insufficiently explored and understood by practitioners and academics, while the theme has been extensively developed within the marketing literature. This book fills the gap, drawing a connection between marketing and supply chain literature in order to provide a holistic picture of the customer loyalty framework. It examines how to enhance loyalty, such as value, satisfaction, inventory management, distribution chnnel and so forth, to provide a clear picture of B2B supply chain loyalty.