Corporate communication for customer loyalty
The proposal of the strategic model to diagnose corporate communication aimed at improving customer loyalty developed from three genealogies: the understanding of the complexity of the organizational context of Scheinsohn (2009), the Corporate Branding of Capriotti (2009) and the Process Chiesa Rela...
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| Үндсэн зохиолч: | |
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| Бусад зохиолчид: | , |
| Формат: | article |
| Хэл сонгох: | испани |
| Хэвлэсэн: |
2020
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| Нөхцлүүд: | |
| Онлайн хандалт: | https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/2963 https://hdl.handle.net/20.500.11968/4173 http://hdl.handle.net/20.500.11968/4173 |
| Шошгууд: |
Шошго байхгүй, Энэхүү баримтыг шошголох эхний хүн болох!
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| Тойм: | The proposal of the strategic model to diagnose corporate communication aimed at improving customer loyalty developed from three genealogies: the understanding of the complexity of the organizational context of Scheinsohn (2009), the Corporate Branding of Capriotti (2009) and the Process Chiesa Relational Commercial (2005). Based on these theoretical proposals, it proposes a Strategic diagnostic model for corporate communication, with a methodology package that identifies the informational, relational and symbolic burden, to strategically guide intangible assets such as the identity, image and reputation of the organization, towards customer attraction, satisfaction and loyalty programs. |
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