What is a loyal customer ?

How do companies define loyalty ?

As I started this study, I had in mind the definition learned in business school: loyalty marketing regroup strategies meant to convert consumers into customers and to motivate them to stay loyal to the brand, product, service & point of sales.

Thirty interviews later one thing is clear: there is not one but many ways to define loyalty depending on: customers, business models, values, corporate histories.


Image by S p r e s o ♥ (Flicker)


To the question “What is for you a loyal customer?”, managers in tourism & hospitality sector refer to customer satisfaction & service.

Here are some quotes:

  • A loyal customer speaks well of you (public transport / tourism)
  • A loyal customer comes back and recommends you (hospitality )
  • A loyal customer is a friend you don’t know yet (tourism)

When asked the same question, trade company managers (traditional & online) had a more quantitative approach

Here are some more quotes:

  • A loyal customer is in a business relation for a long time (trade)
  • A loyal customer is registered. It’s consumption is tracked  (public transport & trade)
  • A loyal customer is someone with a high retention score (trade)

What is for you a loyal customer ?
I’d be glad to have your feedbacks & comments.

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