Why Loyalty Matters in Retailing
T. L. Keiningham, L. Williams and A. Buoye, Ipsos Loyalty and L. Aksoy, Schools of Business, in Springer Science + Business Media, 05/2011
Retailers have long known that their long-term success depends upon customer loyalty. In fact, legendary retailers were the first businesses to champion customer satisfaction as a source of competitive differentiation. The logic is straightforward – customer loyalty equals profits. The central foundation of this article is to generate discussion about how to define, create, and manage profitable loyal customers and to provide a strategic road map on how to achieve this in the retail setting.