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Abstract
Generally speaking, customer loyalty means the intention of repurchasing products and services, and this is the goal of industry or loyalty is a deeply held commitment to re-buy or re-patronize a preferred product or service consistently in the future, thereby causing repetitive same-brand or same-brand set purchasing. So customer loyalty is seen as one of the key factors of a company's success. Several researchers have pointed out that it costs more than five to six times as much to obtain a new customer than to keep an existing one and an improvement of 5 percent in customer retention leads to an increase of 25 percent to 125 percent in profit. This study is focused on defining the customer loyalty and explaining its concept.
Introduction
Loyalty is a phenomenon that received a great deal of interest among marketers, (Reddy et al 2011) though recent years have shown a growing interest in customer loyalty Kuusik (2007) even during the 1980s customer loyalty was on most marketers' minds and numerous companies spent millions on customer relationship management programs with the goal of building customer loyalty (Pitta et al 2006). Over the past few years, loyalty has become important because of increased competition within respective industries. Companies infer "loyalty" to have a similar meaning and have developed strategic marketing and advertising efforts around creating a connection between the company and its customers (Liang 2008). Generally speaking, customer loyalty means the intention of repurchasing products and services, and this is the goal of industry (Pi, & Huang 2011).
BOSE and RAO (2011) found that in the busines context, loyalty is the customer's commitment to do business with a particular organization which effects in repeat purchases of goods and services of that organization. It also results in recommending the goods and services to friends and associates. Similarly Musriha (2012) also asserted that customer loyalty is the commitment held by customers to repurchase or subscribe to a product or service in the future. Krumay & Brandtweiner (2010) expressed that customer loyalty is seen as one of the key factors of a company's succes and a necesary premise among others to gain customer loyalty is how the customers perceive the customer service.
According to Kuusik (2007) the globalization of competition, saturation...