CHAPTER TWELVELOYALTY IS A BEHAVIOR WITH ITS ROOTS IN EMOTIONS
Most customers would prefer to be brand loyal. It makes their lives so much easier; shopping is quicker because they don’t have to ponder which products to purchase; they can feel positively secure about their choices. They have no hesitation about encouraging others to follow their lead. They know they are receiving value for money, and they can trust a business when it asks them to purchase a more developed product or return for another experience. They know if they have problems, they will be helped quickly and with integrity.
Loyalty obviously implies a positive attitude. Perhaps the positive attitude is only about low prices offered or about the organization’s incentive ...
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