Internal and external factors which affect customer loyalty

Abstract

The development of customer loyalty is a strategic objective for most companies. There are many different terms used in business today to describe the process of building customer loyalty. This article describes the benefits of building customer loyalty and explores the essential strategic considerations for companies contemplating the development of loyalty initiatives. It also establishes the relationship between how brands are built today and how customer relationships are cultivated in a manner that leads to loyalty.

Citation

Duffy, D.L. (2003), "Internal and external factors which affect customer loyalty", Journal of Consumer Marketing, Vol. 20 No. 5, pp. 480-485. https://doi.org/10.1108/07363760310489715