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The loyalty-building experiences take center stage

In: Customer Loyalty

Author

Listed:
  • Sionade Robinson
  • Lyn Etherington

Abstract

Customers want to be loyal to organizations that they consider to deserve their loyalty. Why? Because giving such loyalty makes life easier—customers don’t need to worry about what organization to choose to meet a certain set of needs, and better—because they feel they have, as the Carole King song puts it, “got a friend” in their relationship with the organization.

Suggested Citation

  • Sionade Robinson & Lyn Etherington, 2006. "The loyalty-building experiences take center stage," Palgrave Macmillan Books, in: Customer Loyalty, chapter 7, pages 125-146, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51303-7_7
    DOI: 10.1057/9780230513037_7
    as

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