Impact of SMEs strategy on loyalty: the hairdresser case

Impact of SMEs strategy on loyalty: the hairdresser case

Purpose – This study aims to propose a theoretical framework and provide empirical evidence on the most successful marketing strategies for obtaining behavioural loyalty in small and medium enterprises (SMEs). Design/methodology/approach – The data are based on 475 telephone surveys conducted among...

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Bibliographic Details
Main Authors: Ángel López-Jáuregui, Mercedes Martos-Partal, Jose María Labeaga
Format: Article
Language:English
Published: Emerald Publishing 2019-09-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
loyalty
small and medium businesses
hairdresser
marketing strategy
salon
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-11-2018-0051/full/pdf?title=impact-of-smes-strategy-on-loyalty-the-hairdresser-case

Internet

https://www.emerald.com/insight/content/doi/10.1108/SJME-11-2018-0051/full/pdf?title=impact-of-smes-strategy-on-loyalty-the-hairdresser-case

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