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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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Internal and external factors which affect customer loyalty

Document Information:
Title:Internal and external factors which affect customer loyalty
Author(s):Dennis L. Duffy, (President, Emergence Loyalty Rules, Asheville, North Carolina, USA)
Citation:Dennis L. Duffy, (2003) "Internal and external factors which affect customer loyalty", Journal of Consumer Marketing, Vol. 20 Iss: 5, pp.480 - 485
Keywords:Customer loyalty, Customer relations
Article type:General review
DOI:10.1108/07363760310489715 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:The development of customer loyalty is a strategic objective for most companies. There are many different terms used in business today to describe the process of building customer loyalty. This article describes the benefits of building customer loyalty and explores the essential strategic considerations for companies contemplating the development of loyalty initiatives. It also establishes the relationship between how brands are built today and how customer relationships are cultivated in a manner that leads to loyalty.

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