Managing Customer Satisfaction and Loyalty
Loyalty has been defined as “a deeply held commitment to rebuy or repatronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.”8 Customer loyalty can be thought of as a continuum, with different levels of loyalty varying in strength. Loyalty can range from satisfaction with the company’s offering to advocacy and evangelism from customers who think of the offering as a part of their own identify and feel responsible for its success.
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