Customer loyalty, a preliminary series of articles on customer loyalty have been written in my previous articles. In this article, I will discuss customer loyalty further.

Loyalty is a concept that seemed easy to talk about, but more difficult to implement. Now I will discuss the definition of customer loyalty, according to the literature that I have read, there are several definitions, including:

-In generic, loyalty shows a tendency of consumers to buy a particular brand with a high level consistently.

-In behavior, repeat purchase loyalty is often associated with brand loyalty. Brand loyalty reflects the psychological commitment of a certain brand, whereas repeated purchase behavior with regard to the purchase of the same brand repeatedly.

-Purchase re-domination is the result of successful companies makes their products as the only available alternative and continues to make promotions that lure and entice customers to buy the same brand.

According to Jacoby, Chestnut, very loyal customers  will potentially be a word of mouth advertiser. They are loyal to the company's product in a long periods of time.



 














There are three categories of purchasers for each specific brand and at any given time:

- Non-loyal repeat purchaser

Buyers are actually disloyal, but buying a product with a particular brand because no other alternative products with other brands.

- Loyal repeat purchaser

This is the type of buyer who is wanted by every company to be WOM advertiser.

- Opportunistic purchaser

Buyers who purchase a brand on the basis of situational factors, for example: discount program.

There is another definition of customer loyalty in order for you to get a good understanding of the concept of customer loyalty. According to Mowen, loyalty means consumers have a positive attitude toward a product, have a commitment to the brand, and have a desire to continue their purchases in the future.

In addition to those mentioned above which I have written previously and based on the theory that I get, that brand loyalty comes due to the influence of satisfaction or dissatisfaction with the brand. This attitude is accumulated continuously so that it becomes a habit, so that consumers buying products over and over again without a second thinking.

Finally, from the description above, I conclude that customer loyalty is:

- A measure of the proximity of customers to a brand or product

- Customers have positive feelings toward the brand or product

- Customers willingly inform-brand or product to others.

- Customers using the brand on a regular basis, in other words customers make repeat purchases.

Related article : customer loyalty programs