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A meaning-based framework for customer loyalty
2020
International Journal of Retail & Distribution Management
PurposeThis paper's purpose is to develop a meaning-based framework for customer loyalty by examining how consumers make sense of customer loyalty through meanings and metaphors.Design/methodology/approachA qualitative study based on in-depth interviews and focus group data in the retail context was conducted with Finnish customers. The data were analysed with qualitative data analysis techniques such as the constant comparative technique.FindingsThe empirical findings comprise eight loyalty
doi:10.1108/ijrdm-05-2019-0153
fatcat:wipc6srtwfcnti2vprwws5chum