Competitiveness depends on the relationship that a company has with its consumers. Consumer loyalty makes many benefits for companies like lower price elasticity, lower relationship costs, the possibility of increasing income over time, chance of achievement new customers because of loyal...

Competitiveness depends on the relationship that a company has with its consumers. Consumer loyalty makes many benefits for companies like lower price elasticity, lower relationship costs, the possibility of increasing income over time, chance of achievement new customers because of loyal...

Reflecting its importance to thc financial success of organisations, interest in consumer loyalty continues unabated. However, there are still many unanswered questions about its conceptualisation and measurement.These questions must he resolved before academics and practitioners can usefully...

Because loyal consumers are less likely to switch to competitors and because they are more tolerant toincreases in price than non-loyal consumers, one of the main aims of firms is the “generation” of loyal consumers.But what is consumer loyalty? The marketing literature emphasises that for...