The creation of metaphors to illustrate the complexity of customer loyalty [Lawrence Reaville speaking for Christopher Jeffrey, ISSS 1998 Paper Session, July 20/98]

[Paper session, July 20/98, 3:10 p.m.]

Lawrence Reaville speaking for Christopher Jeffrey, who had to stay home for family reasons.

Current metaphors:

Metaphor is useful to company to communicate the importance of loyalty.
 



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