Source loyalty in the freight transport market
M. T. Cunningham
(University of Manchester Institute of Science and Technology, Manchester, UK)
K. Kettlewood
(University of Manchester Institute of Science and Technology, Manchester, UK)
364
Abstract
Suggests that source loyalty can be described as the preference of a buyer to purchase a product or service from the same source as previously. Investigates the case of freight transport. Reveals a high degree of loyalty among respondent firms, which is attributable to service quality.
Keywords
Citation
Cunningham, M.T. and Kettlewood, K. (1976), "Source loyalty in the freight transport market", European Journal of Marketing, Vol. 10 No. 1, pp. 60-79. https://doi.org/10.1108/EUM0000000005038
Publisher
:MCB UP Ltd
Copyright © 1976, MCB UP Limited