Introduction - Customer Loyalty (part1)

I want to share insights about my PhD thesis 'Customer loyalty to performing arts venues'. The goal of the thesis was to understand, describe and explain customer loyalty. The insights may be relevant for academics and practitioners in the cultural sector, such as marketing departments of theatres and concert halls. I made nine clips focusing on different topics. The introduction gives information about the background of the study, some definitions of affective, conative and behavioural loyalty, and information about the research methods.

Pieter de Rooij, NHTV Breda University of Applied Sciences, The Netherlands