The Laws of Loyalty
If company success is assumed to come from its ability to attract customers, it can also be assumed that long-term success would be confirmed by its ability to retain customers. Investors are beginning to appreciate the significance of customer loyalty to predict future business prospects. If loyalty is key, what are the best practices for companies to take repeat-buying into the emotive area of loyalty?
Cram, T. (2004) The Laws of Loyalty, CriticalEYE REVIEW: The Journal of Europe's Centre for Business Leaders, www.criticaleye.net, December, pp. 72 - 75