Thesis: Importance of Customer Loyalty

Sample Thesis Paper

John Calkins and Catherine (2004) states that though brand loyalty originates from the development of customer satisfaction that a certain brand provides, this in turn leads to growth for the business. Customer loyalty is essential to a brand because in the modern day world of aggressive marketing and information technology driven corporate environment, consumers become more aware of their options than they previously were. The modern day consumer is one who is swift in his/her evaluation of alternatives and in certain cases, just as swift in switching from one brand to another.
However, the significance of customer loyalty is not limited to merely the customer in specific, rather it is the nature of the span of influence of customer loyalty that makes it all the more invaluable. When loyalty for a brand has developed in a customer, the customer not only buys the brand but also becomes an encouragement for others to buy the same brand. In other words, the loyal customer subconsciously becomes a representative for the brand and if the loyalty for the brand remains, the customer begins to develop an identity with the brand that serves to strengthen the advocacy that the customer subconsciously does for the brand even more so (Jill 2002).
The aspects mentioned above are those of the role of the customer when the customer is in seeking to buy a product. When the customer is buying the brand, the perspective is slightly different. This is so because almost every business in the world operates on the philosophy of repeated business. No matter what the nature of loyalty is and no matter what the degree of willingness of unwillingness the customer holds towards the product, the act of repurchase of brand is what stands out to hold primary significance for the business. Depending upon the nature of the brand, the frequency of the purchase performed by the customer can be expected to fluctuate, but the act of repurchasing remains prime.

John Calkins and Catherine (2004) states that though brand loyalty originates from the development of customer satisfaction that a certain brand provides, this in turn leads to growth for the business. Customer loyalty is essential to a brand because in the modern day world of aggressive marketing and information technology driven corporate environment, consumers become more aware of their options than they previously were. The modern day consumer is one who is swift in his/her evaluation of alternatives and in certain cases, just as swift in switching from one brand to another.However, the significance of customer loyalty is not limited to merely the customer in specific, rather it is the nature of the span of influence of customer loyalty that makes it all the more invaluable. When loyalty for a brand has developed in a customer, the customer not only buys the brand but also becomes an encouragement for others to buy the same brand. In other words, the loyal customer subconsciously becomes a representative for the brand and if the loyalty for the brand remains, the customer begins to develop an identity with the brand that serves to strengthen the advocacy that the customer subconsciously does for the brand even more so (Jill 2002).The aspects mentioned above are those of the role of the customer when the customer is in seeking to buy a product. When the customer is buying the brand, the perspective is slightly different. This is so because almost every business in the world operates on the philosophy of repeated business. No matter what the nature of loyalty is and no matter what the degree of willingness of unwillingness the customer holds towards the product, the act of repurchase of brand is what stands out to hold primary significance for the business. Depending upon the nature of the brand, the frequency of the purchase performed by the customer can be expected to fluctuate, but the act of repurchasing remains prime.

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