Loyalty Myths（忠诚揭秘）

In Loyalty Myths, the authors have assembled 53 of the most common beliefs about customer loyalty – all of them wrong or misconceived! Each of the beliefs in this book is debunked with real-world examples. While other books speak in platitudes; this book is the only one to validate each proposition with real data.
Granted unprecedented access to customer records from a variety of multi-national corporations. Through these records, Ipsos Loyalty was able to precisely track the impact of this customer-centric construct on actual purchasing behavior. The authors’ findings and conclusions will stun business leaders around the world. The lessons learned from these provide a true guide for the proper use of customer loyalty.

作者简介：
　　TIMOTHY L. KEININGHAM is Senior Vice President and Head of Consulting for Ipsos Loyalty. He is the author of several books and articles on customer satisfaction and loyalty, and has won best paper awards from the Journal of Marketing and the Journal of Service Research.

Myths
Preface
INTRODUCTION: The Myths of Loyalty: Did the Gods Mislead Us?
Chapter 1. Loyalty Myths That Subvert Company Goals
Chapter 2. Loyalty Myths Contaminating Company Management Practices
Chapter 3. Loyalty Myths about Customers: Their Needs, Behaviors, and Referrals
Chapter 4. Loyalty Myths Concerning Loyalty Programs
Chapter 5. Loyalty Myths about Loyalty, Share of Business, and Profitability
Chapter 6. Loyalty Myths Regarding Employees
Chapter 7. The Foundations of Customer Loyalty
Chapter 8. The Right Way to Manage for Customer Loyalty
Acknowledgments
Notes
Index