“Customer loyalty refers to a deep commitment to rebuy or repatronize a preferred
product/service continually in the future, thereby causing repetitive same-brand or same
brand-set purchasing, despite situational influences and marketing efforts having the
potential to cause switching behavior” (Turban, King, Lee, & Ting-Peng Liang, 2010,
p.154). In other words it is the loyalty that is established between the consumer and the
company, product, or services. For example Fry’s has made my family a loyal customer
due to their outstanding customer service and for their prices, now that’s the only place we
shop for groceries.
In order to stay in business a company needs to make sure it has customers, for the most
part companies would like to keep all their customers and bring in more. Thus, customer
loyalty is extremely important in many aspects of the business world. For example
“increased customer loyalty can bring cost savings to a company in various ways”
(Turban, King, Lee, & Ting-Peng Liang, 2010, p.154). Some of the ways that customer
loyalty helps is by: having “lower marketing and advertising costs, lower transaction costs,
lower customer turnover expenses, lower failure costs such as warranty claims” (Turban,
King, Lee, & Ting-Peng Liang, 2010, p.154). Therefore with customer loyalty a company
can save some money in many ways however, customer loyalty also helps keeping the
consumers away from the competition since they are loyal to one’s company.
Now with the expansion of technology companies have been able to allow customers shop
online in the comfort of their own home. This has lead us to have E-loyalty which “refers
