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| Author: | Henry, C. |
| Title: | Is customer loyalty a pernicious myth? |
| Journal: | Business Horizons
2000 : JUL-AUG, VOL. 43:4, p. 13-16 |
| Index terms: | CUSTOMERS SWITCHING COSTS RISK AVERSION |
| Language: | eng |
| Abstract: | Customer loyalty is the new Holy Grail. All companies want it. We all have heard (ad nauseam) that it is three -- five -- ten times cheaper to retain an existing customer than to acquire a new one. Arguing for pro-loyalty programs is like defending mom and apple pie. It permeates our thinking about marketing and enterprise strategy. Consultants develop complex models demonstrating that customer loyalty is the key driver of profitability. |
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