Why it is customer loyalty that counts (and how to measure it)

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Abstract
Proposes that no company can stay in business unless it has satisfied and loyal customers. Suggests that there is a critical distinction between making more customers satisfied and making customers more satisfied. Posits that the secret of boosting bottom‐line results is in making some of the customers “much more than just satisfied”. Concludes that customer loyalty cannot be measured by customer satisfaction alone and provides key questions for the company to ask when auditing a customer loyalty programme.

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