From the course: Marketing Strategy: Build Customer Loyalty
Join today to access over 25,300 courses taught by industry experts.
Define customer loyalty for today
From the course: Marketing Strategy: Build Customer Loyalty
Define customer loyalty for today
- [Narrator] Let's play a game. I'll name a few categories of products you might typically purchase, and you'll jot down the brand or brands that come to mind. Ready? Don't think too long, just write. Here we go, shampoo, deodorant, jeans, smartphones, streaming services. So what to come up with? If you are like most people, you jotted down between one and three brand names for each of the categories I mentioned. People are cognitive misers, we think using mental shortcuts. When it comes to brands that we use frequently, this means that we prefer not to evaluate many options, but rather repeat what has worked for us in the past. This is known as brand inertia. Loyalty is a habitual relationship between a customer and a brand because of a prior positive experience. Authors, Jacoby and Chestnut define brand customer loyalty as behavioral commitment over time by a customer or group, choosing one or several brands due to…
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.