Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/17106
Title: Measuring customer attractiveness
Authors: La Rocca, Antonella
Caruana, Albert
Snehota, Ivan
Keywords: Marketing
Customer services -- Case studies
Marketing -- Management -- Case studies
Issue Date: 2012
Publisher: Elsevier Ltd.
Citation: La Rocca, A., Caruana, A., & Snehota, I. (2012). Measuring customer attractiveness. Industrial Marketing Management, 41(8), 1241-1248.
Abstract: Various beneficial consequences can accrue when a customer is perceived to be an attractive customer, particularly in a business-to-business context. Opinions differ as to what makes for customer attractiveness and a number of different features have been suggested as contributing to it. Currently there exists no comprehensive view of what factors constitute customer attractiveness and how this may be valued, measured and evaluated. Drawing on various facets of customer attractiveness suggested in the literature, this paper seeks to delineate the customer attractiveness construct and develop an instrument to measure it. The paper concludes by discussing how the scale developed can be used as a tool to address some critical issues in assessing customer attractiveness.
URI: https://www.um.edu.mt/library/oar//handle/123456789/17106
Appears in Collections:Scholarly Works - FacMKSCC

Files in This Item:
File Description SizeFormat 
Measuring customer attractiveness.pdf
  Restricted Access
244.21 kBAdobe PDFView/Open Request a copy


Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.