In the customer's shoes

Building customer loyalty is a major challenge for both practitioners and researchers in marketing in large and small companies. Because the customer is the essential resource of the company. The analysis of the relational strategies makes it possible to highlight that empathy has an influence on the customer of the very small artisanal company taking into account its particularity of management. This book explores the dimensions of perceived empathy and their influence on the customer's attachment to the firm and his intention to remain loyal to the small business.