Customer Brand Loyalty

In "Customer/Brand Loyalty in an Interactive Marketplace," Don Schultz and Scott Bailey explain the goal of marketing research developing loyal customers but identify a glaring disconnect between the loyalty that marketing research indicates will occur and the measure of loyalty that actually occurs. According to Schultz and Bailey, customers who claim satisfaction in various research situations often drift away from the company or the brand anyway. Even customers who have exhibited brand or company loyalty through their purchases over time sometimes simply stop buying. This puzzling shift in purchasing behavior cannot be explained by any change in lifestyle, economic level, personal situation, or other factors; it is an apparent mystery. As Schultz and Bailey aptly put it, "Loyal today, gone tomorrow" (2000, 41).

An analysis of the customer loyalty phenomenon revealed a number of factors that appear to be involved in precipitating it. First, Schultz and Bailey point out that the 21st century marketplace is vastly different

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Category: Business - C