From Brand Loyalty to Customer Loyalty

Customer loyalty is a concept central to many marketing plans, but defined by few. Many companies have embarked on ‘customer loyalty’ programmes without the understanding that loyalty is an objective rather than an activity — that loyalty results from investment in a total business system rather than just marketing communications. I define loyalty as the propensity of customers and staff to behave so as to maximise customer lifetime value. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.