Essay: Achieving Customer Loyalty
There have been several instances where a customer retention program has been launched under the flag of a Customer Loyalty Generation Program by organizations (Moller and Barlow 2008). The reason for this action is that many organizations believe that customer loyalty can be brought to a point where the customers actually begin to serve as advocates of sorts for the product, hence bringing in new customers to consider purchasing the subject product (Wheeler and Smith 2002). Lundy’s elaboration upon the degrees of customer loyalty is one that can be used to establish the levels of customer loyalty found amongst consumers. Lundy describes customer loyalty to exist in four different levels, Habitual Loyalty, Locked-in Loyalty, Golden Handcuffs Loyalty and Advocate. According to Lundy (2006), these four classifications of consumer loyalty help us define the degree of Loyalty that exists in the consumers. However, it is necessary to highlight at this point that Lundy’s classification is not a measuring scale that ranges from the absence of loyalty to absolute loyalty, but elaborates only upon the four levels of absolute loyalty. A consumer who can be classified in any one of these four levels can be classified to be one who is loyal to the brand. These classifications pertaining to the degree and level of loyalty that a consumer possesses for a brand will be brought into use in the research for this paper as well.Brand Loyalty is not an area that requires allotted time and resources by enterprises or corporate firms, but is just as important for the neighbourhood grocery vendor as it is for a fortune 500 organization. This fact exists because of the reason that (Manish 2001) notes in Customer Loyalty Solutions: Almost every business in the world runs on repeat business. As Koch (1999) suggests in his book The 80/20 Principle: The Secret to Success by Achieving More with Less, the significance of customer loyalty is nothing less than monumental, since organizations are affected by it more than they chose to accept. Knowingly or unknowingly, almost every business encourages customer loyalty.
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