Sample Thesis Paper
There has been one particular area in the subject of customer loyalty that has undergone much debate in several recent research studies. This specific area is actually the study of the fine line between the customer attitude towards a product and the customer behaviour towards a product that exists in the area of the loyalty that a customer holds towards a brand (Szwarc 2005). For instance, the paragraphs to follow show that research studies such as those performed by researchers such as McQuitty, Finn, Wilyand, Reza and Manuchehr are prime examples of the eventual behaviour that a consumer chooses to carry out towards a brand since they provide a healthy critical analysis of this behavioural characteristic in consumers.It has been suggested by business analysts that it is not the behaviour of the consumer that should be targeted if loyalty is to be developed but the very bent of mind that the consumer holds towards that product that should be worked upon. This aspect is considered to possess such a high degree of importance that it is often described as a metric for the measurement for customer loyalty in terms of the behaviour that the customer exercises towards the brand.