Customer Loyalty and Supply Chain Management Business to Business Customer Loyalty Analysis 1st Edition Ivan 1351669354 9781351669351

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Product details:

• ISBN-10 ‏ : ‎ 1351669354
• ISBN-13 ‏ : ‎ 9781351669351
• Author: Ivan Russo

Many business-to-business (B2B) managers think that customers act rationally and base decisions mostly on price, customer loyalty isn’t considered. Companies outsource various activities, which enable them to improve efficiency, reduce costs, focus more on core competencies and improve their innovation capabilities. Supply Chain Management synchronizes the efforts of all parties—particularly suppliers, manufacturers, retailers, dealers, customers—involved in achieving customer’s needs. Despite much research, the relationship between customer loyalty and the supply chain strategy remains insufficiently explored and understood by practitioners and academics, while the theme has been extensively developed within marketing literature. Customer Loyalty and Supply Chain Management is the result of years of work by the authors on different projects concerning the overlapping areas of supply chains, logistics and marketing, drawing a connection between the literature to provide a holistic picture of the customer loyalty framework. Emphasis is given to the B2B context, where recent research has provided some clues to support the fact that investment in operations, new technologies and organizational strategy have had a significant role in understanding B2B loyalty, particularly in the context of global supply chains.

Table of contents:

1 Achieving integration between supply chain management and marketing

2 Customer loyalty in the business-to-business context

3 The era of omnichannel

4 Managing the supply chain in the digital context

5 Theory, methods and practice for measuring customer loyalty

6 Concluding thoughts and future research

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