Customer loyalty and the product life cycle.
Tan, Cheryl Twan Leng.
Yap, Wang Ping.
Date of Issue2004
College of Business (Nanyang Business School)
This study links customer loyalty to the Product Life Cycle (PLC) concept. We advance the notion that different antecedents exert varying influences on loyalty at different stages of the PLC, in particular, the introduction and maturity stages.
Final Year Project (FYP)
Nanyang Technological University