Running head: LONG-TERM LOYALTY 1
Long-Term Customer Loyalty and Relationships
Renee McConnell
Liberty University
Explain the concept of long-term customer loyalty and relationships.
Examine at least 1 practical application/example for long-term customer loyalty and
relationships
Formulate a question about long-term customer loyalty and relationships that your classmates
will respond to.
LONG-TERM LOYALTY 2
Long-term Customer Loyalty and Relationships
Understanding Long-term Loyalty
Long-term customer loyalty and relationships are powerful advantages for a company to
obtain. Long-term loyalty can be defined as a substantial time period of commitment to
something or someone. Long-term loyalty is earned through continuous customer
satisfaction. Surrey International Institute explains, “In order to seize hold of the advantaged
position in the marketplace, a mass of marketing specialists work out multifarious strategies
to insure their triumph for a long time” (Mao, 2010, para. 1). Long-term loyalty and
relationships result from positive satisfaction from buyers in the overall business. According
to the textbook, “a buyer’s satisfaction is a function of the product’s perceived performance
and the buyer’s expectations. Recognizing that high satisfaction leads to high customer
