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Customer Loyalty and Supplier Strategies for Quality Competition

  • Noah Gans
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    We analyze a model of consumer response to variation in product or service quality. The model, developed in [4], provides closed-form expressions that characterize short-term and long-term measures of customer loyalty to a supplier. In this paper, we develop sensitivity analyses that offer a rich characterization of how factors - such as the underlying quality levels of the suppliers, the customer's ability to distinguish between good and bad suppliers, and the customer's prior beliefs regarding the suppliers affect both short-term and long-term loyalty. We also use the expressions to develop simple normative models for suppliers that wish to develop effective quality strategies.

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    File URL: http://fic.wharton.upenn.edu/fic/papers/99/9912.pdf
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    Paper provided by Wharton School Center for Financial Institutions, University of Pennsylvania in its series Center for Financial Institutions Working Papers with number 99-12.

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    Date of creation: Jan 1999
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    Handle: RePEc:wop:pennin:99-12
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