Customer Loyalty
The tendency of consumers to repeatedly purchase from the same business and resist switching to competitors.
Real World
Tesco's Clubcard scheme has over 20 million active users in the UK, rewarding repeat purchases with points and personalised discounts — making customers less likely to switch to rivals like Sainsbury's.
Exam Focus
When asked about customer loyalty, link it to a measurable business benefit — reduced marketing costs or higher lifetime customer value — not just 'repeat purchases'.
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