期刊名称：Annals of the University of Oradea : Economic Science
印刷版ISSN：1222-569X
电子版ISSN：1582-5450
出版年度：2007
卷号：XVI
期号：01
页码：1155-1159
出版社：University of Oradea
摘要：Customer loyalty is a major goal for customer service and management leaders, and gaining and keeping loyal
customers is increasingly recognized as the key to business growth. The growth comes from loyal customers¡¯
increased purchases over time, their willingness to pay premiums for additional service and referrals. With the
continued growth of new competitors and the increasingly knowledgeable and demanding consumer, creating
and maintaining customer retention represents an absolute imperative for companies.
Companies that are ¡±loyalty leaders¡± build loyalty systems around targeted customer group, tailoring the value
proposition, processes and employee behaviors to best service these segments. These companies define and
measure loyalty results just as carefully as profits, with implications for their employee, marketing and
customers strategies.
Our paper focuses on the real meaning of customer loyalty, conditions that must be fulfilled in order to achieve
customer loyalty, advantages provided for companies, the relationship between loyalty and competitive
advantage, and recent developments in customer loyalty.
关键词：customer loyalty, customer retention, competitive advantage, business growth
