Purpose – This paper sets out to provide a step towards simplifying and shortening loyalty surveys for marketers and to summarise and to categorise more than 30 survey‐based loyalty measures administered in previous academic surveys. Design/methodology/approach – This research took a step...

Purpose – Consensus is emerging that companies should be socially responsible although the nature and degree of responsibility continues to be the source of debate. This continued debate allows the buck to be passed. The paper aims to propose a shift in view from corporate social...

Purpose – The purpose of this paper is to demonstrate the contribution of qualitative methods and techniques in extending the understanding of relationship marketing theory. Design/methodology/approach – The study investigated six Australian sporting organisations using multiple data...