Why Loyalty Matters: The Groundbreaking Approach to Rediscovering Happiness, Meaning and Lasting Fulfillment in Your Life and Work

Front Cover
For decades we've been told that we live in fast-paced, dog-eat-dog world, that loyalty gets you nowhere, and that we must look out for number one! We've been told that to succeed we have to constantly reinvent ourselves, let go of past relationships, and move on to greener pastures. And we've been told that all this is good.

But it's not good.

Why Loyalty Matters is grounded in the most comprehensive study of loyalty ever conducted, and what it reveals can change your life. The science is very clear - when it comes to business success, satisfaction in our relationships and even overall happiness, loyalty is essential.

Renowned loyalty experts Timothy Keiningham and Lerzan Aksoy combine their own groundbreaking research with the leading thinking in philosophy, sociology, psychology, economics and management to provide a comprehensive guide to understanding what loyalty is, what it isn't and how to unlock its power in your personal and professional life.

Why Loyalty Matters includes one-user access to LoyaltyAdvisor.com, the ultimate loyalty assessment tool.

The LoyaltyAdvisor is the product of a global, comprehensive research effort to identify the loyalties most important to our success and happiness.

On the reverse side of the book jacket is a scratch-off sticker that reveals a unique identification code that allows readers access to LoyaltyAdvisor. This Web-based interview analyzes loyalty across multiple dimensions proven to link to happiness, and benchmarks your relationship style and loyalty level vis- -vis the top 15% of individuals in life satisfaction. Even more, LoyaltyAdvisor allows your friends and associates to assess your loyalty, providing you with objective, confidential third party feedback.

The LoyaltyAdvisor assessment will provide you with a critical guide to building deeper, truer loyalties in every area of your life.
 

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Contents

1
1
2
27
3
49
4
61
5
105
6
147
7
163
9
203
Appendix
221
References
227
Acknowledgments
229
Index
235
About the Authors
245
Copyright

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About the author (2010)

Timothy Keiningham and Lerzan Aksoy are two of the
world’s most highly acclaimed loyalty experts. Tim is global
chief strategy officer at Ipsos Loyalty, one of the world’s largest
market research firms. Lerzan is associate professor at
Fordham University in New York City.

Tim was recognized as having contributed one of the
top twenty scientific papers in the field of marketing over
the past twenty-five years. Lerzan was recognized as the top
young scientist of 2007 in Turkey by the Junior Chamber
International (TOYP Award for Scientific Leadership).
Tim and Lerzan’s prior book, Loyalty Myths, was ranked
as the number four best business book of 2006 by The Globe
and Mail newspaper (Toronto, Canada), one of the thirty
best business books of 2006 by Soundview Executive Book
Summaries, and a 2007 finalist for the Berry-AMA Book
Prize for Best Book in Marketing.

Their groundbreaking research on the importance of loyalty
has received over a dozen prestigious scientific awards.
For their research together, they have been awarded:
Marketing Science Institute/H. Paul Root Award from
the Journal of Marketing for the article judged to represent
the most significant contribution to the advancement of the
practice of marketing,Citations of Excellence “Top 50” Award (top 50 management
papers of approximately 20,000 papers reviewed that
year) from Emerald Management Reviews,
Outstanding Paper Award (best paper) from the journal
Managing Service Quality two years in a row (2007 and 2008).
Internationally renowned speakers, consultants, and
authors, Tim and Lerzan live in the New York metropolitan
area.

Luke Williams is senior project manager at Ipsos Loyalty,
where he leads the day-to-day activity of large-scale,
international loyalty engagements for the firm. A prolific
writer, Luke has published articles in journals such as Quirks
Marketing Research Review, Journal of Database Marketing &
Customer Strategy Management, and School of Government and
International Affairs Review. Luke received a master’s degree
in Social Research Methods from the University of Durham
(U.K.) and a bachelor’s degree in Sociology from Rutgers
University (U.S.).

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