White Paper on
Customer
Loyalty
The Loyalty Research Center
Approach to Customer Loyalty
WHAT IS
CUSTOMER LOYALTY AND LOYALTY ANALYSIS?
Decisions,
decisions, decisions. Customers make
decisions almost every second about how to
spend their time, money, and effort.
Organizations compete by making different
offers to the market in an attempt to
influence those customer decisions. These
offers can consist of different products,
different prices, different ordering terms,
different delivery terms, etc.
Organizations try to build offers that will:
generate significant demand by
customers, and, if successful;
be sustainable over
time.
Customers, both
households and businesses, select the offer
they perceive is best for them, based on
their current information and situation.
Loyalty can be
defined as customers continuing to believe
that one organization’s product/service
offer remains their best option. They take
that offer whenever faced with that
purchasing decision, and they remain
relatively unresponsive to small problems
with the offer and to better offers by
competing organizations . |
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For more information contact:
Loyalty Research Center
931 East 86th Street, Suite 120
Indianapolis, IN 46240
Tel: (317) 465-1990
Fax: (317) 465-1991
Email:
LSeibert@loyaltyresearch.com
web: www.loyaltyresearch.com
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