Customer loyalty and the product life cycle.

• Main Authors: Tan, Cheryl Twan Leng., Yap, Wang Ping., Yu, Weilin.
• Other Authors: Lam, Shun Yin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/9221
• Institution: Nanyang Technological University

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.