Customer Loyalty
The tendency of consumers to repeatedly purchase from the same business and resist switching to competitors.
Real World
Amazon Prime locks in over 200 million members globally — subscribers spend significantly more per year than non-members and rarely switch to rivals, demonstrating how loyalty programmes protect revenue.
Exam Focus
Distinguish customer loyalty from customer satisfaction; loyalty means repeat purchase behaviour, not just feeling happy — examiners penalise conflation of the two.
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