ABSTRACT
This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapters of this book. The book provides evidence that customer loyalty cannot be accurately explained without acknowledging the complex reality in which this variable manifests itself, particularly in a supply chain context. Business scholars have long proposed that firms with a good understanding of the sources of customer loyalty can gain market advantages such as increased revenues, lower costs and increased profitability, to name a few. The book shows how firms can achieve high levels of customer loyalty under different configurations of loyalty constructs in a supply chain context. Qualitative research could help reveal a more in-depth perspective regarding the relationships of interest, exploring mechanisms and contexts related to why, how and when customer satisfaction leads to customer loyalty, and then related to firms' financial performance.
