This article is still dealing with customer loyalty. In order to understand from the beginning about the loyalty of customers, I suggest you to read introduction of customer loyalty and definition of customer loyalty.

You have known from previous articles that customers buy a product, and if they are satisfied, it forms a loyalty. Satisfaction that gave result to loyalty definitely aimed at a particular object. For example the quality of products, packaging products, or services received by customers on the purchase of a product.

Brand loyalty is a phenomenon that has a correlation with behavior, or an activity of psychological processes. It is divided into two kinds of loyalty, namely:

- True focal brand loyalty
Loyalty to particular brands that interest the customer.

- True multi brand loyalty
Loyalty is not only to a specific brand.

Meanwhile, if viewed from the purchase, divided into two kinds of loyalty, namely:

-Happenstance purchases
Purchase by chance, the purchase of a focal brand which is purchased by a loyal buyer and non-loyal buyers.

-Repeat purchasing
Repeated purchases of the focal brand of loyal buyers.

Happenstance purchasing

The purchase covers accidental sequence repeat purchases related to factors other than psychological, such as: unavailability of the brand you are looking for, purchase your favorite brand representative, or purchases that are constrained by other factors so that buyer purchase for certain products.

Repeat purchasing
There are some testing, whether the customer has a real loyalty or not. There are three structures that must be considered, namely:

-The structure of beliefs
Also called cognitive structure, which contains information about consumer confidence to the focal brand.

-The structure of attitudes
Also called affective structure, which relates to the level of consumer preferences should be higher than rival brands, so there is a clear affective preference on the focal brand.

-The structure of intent
Also called motive, which indicates that the consumer has the intention to buy the focal brand, not the other brands when making purchasing.

Now I will discuss about the stages of a person to be loyal to a brand, there are several stages in progress of a buyer into a loyal customer, namely: cognitive, affective, and motive.

The first stage: cognitive

Consumers who have the loyalty of the first stage uses a base of information that forces point to one brand. Example: a supermarket that always offers cheaper prices than its competitors, it forces the consumer to always shop at the supermarket.

Stage two: affective
There are two stages that influence in this stage, the stage of pre-consumption and post-consumption stage. Consumers typically expect something on the brand which is purchased in pre-consumption stage. Then he compares this in post-consumption stage. If he gets satisfaction, then he will be loyal.

Phase three: motive
At this stage of loyalty is influenced by affective changes in the brand. If customers constantly get satisfaction, he would intend or have a commitment to make repeat purchases of a particular brand or loyal to that brand.

By knowing the stages a buyer becomes a loyal customer, I hope you can implement marketing activities that make your customers loyal to your product. So that you can build customer loyalty.

Finally, you have known how to build customer loyalty, now you should read customer loyalty programs to implement this theory.