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Marketing study: companies benefit most from examining where customer loyalty lies

10-17-2007 · EurekAlert!

Customers determine the success of any business; whether a sense of loyalty develops often depends on one particular dynamic: a customer's relationship with the salesperson. A team of academic marketing professors, including one from the University of Missouri-Columbia, found that customer loyalty toward the salesperson -- rather than the products and services tied closely to the seller -- can inspire greater sales, but be bad for business by making the company more vulnerable.

Keywords: marketing, study, companies, benefit, examining, customer, loyalty, lies, company

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