Developing Loyalty

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Abstract
Addressing the more general topic of developing and maintaining relationships, this article considers the ways in which vendors endeavor to generate and sustain repeat patronage on the part of those with whom they do business. Using data collected as part of a larger ethnographic study of the social basis of marketing and sales behavior, this article examines (1) the significance of repeat patronage for businesses and those working therein, (2) the forms this patronage assumes, and (3) vendor attempts to cultivate repeat patronage. Although uneven in their efforts, vendors' efforts to promote such patronage reflects buyer perspectives, identifications, activities, investments, and relationships. These themes suggest some of the more general limitations people encounter in their attempts to sustain the involvements of others in particular settings.

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