...B Gould Believes loyal relationships are more appropriate to business‐to‐business markets than consumer market. Looks at some of the main assumptions of loyalty marketing, raising some major doubts about them. Concludes that customer satisfaction is a more fundamental touchstone of business...

... based on retaining customers' loyalty — which also requires the loyalty of employees and this should be developed among investors. Accepts that this may seem an oversimplification as it ignores vendors, distributors, local communities, and all the other more visible stakeholders in a business. © MCB...