From Brand Loyalty to Customer Loyalty

Stewart Pearson

Chapter 7 in Building Brands Directly, 1996, pp 146-170 from Palgrave Macmillan

Abstract: Abstract 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.

Keywords: Credit Card; Customer Loyalty; Customer Relationship; Brand Loyalty; Customer Behaviour (search for similar items in EconPapers)
Date: 1996
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DOI: 10.1007/978-1-349-13771-8_7

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