... Interpersonal relations Customer loyalty Marketing theory An executive summary for managers can be found at the end of this article. Marketers agree that building customer loyalty can generate positive returns to a firm such as increased sales, lower costs, and more predictable profit streams...

... at: dballantyne@business.otago.ac.nz © Emerald Group Publishing Limited 2006 Relationship marketing Customer service management Continuing development Marketing communications Marketing strategy Marketing theory This is a comparative analysis of three recent texts in the service...