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Customer loyalty strategies

Dennis L. Duffy (President of Cadmus Direct Marketing, Inc., Charlotte, North Carolina, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 October 1998



Takes a look at the worldwide trend toward loyalty marketing and highlights the reasons for this emphasis on loyalty. Asserts that building customer loyalty is a business strategy, not just a marketing program and that all businesses should seek to boost loyalty and maximize share of customer. Explores the various approaches to structuring customer loyalty strategies. Uses some real‐world examples to illustrate different approaches. Provides a consistent framework for developing a loyalty strategy and program. Offers insight to reduce the amount of time required to develop a loyalty strategy and touches on ways to help marketers avoid some classic mistakes. Maintains that the pursuit of customer loyalty is a perpetual one ‐ more of a journey than a destination.



Duffy, D.L. (1998), "Customer loyalty strategies", Journal of Consumer Marketing, Vol. 15 No. 5, pp. 435-448.




Copyright © 1998, MCB UP Limited

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