Subject areaRevenue and sales
Customer loyalty is a customer's tendency to come back, buy again and keep choosing a company over time, even when a competitor offers a lower price; the term also covers the actions a company takes to earn it.
The site's articles point to its least visible driver: efficiency, because inefficiency sows doubt and creates friction. A promotion that attracts bargain hunters wins a sale and loses the preference, so loyalty is measured over the long term, with retention and customer lifetime value. Strong brand equity reinforces it. Its opposite is customer churn, the share of customers who leave.
An example
An industrial component manufacturer that always delivers on the promised dates and answers complaints the same day keeps customers longer than a discount campaign would: efficiency removes the doubts that push buyers to look for another supplier.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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