CUSTOMER LOYALTY IN BUSINESS : views of students of Centria University of Applied Sciences

Abstract

The main aim of this thesis was to examine the essence of customer loyalty and its improvement in the business. Customer loyalty means customers’ willingness to buy a brand frequently over all oth-ers. It is both an attitudinal and behavioral experience with one brand that satisfies the customers’ needs and desires. If the customers are familiar and satisfied with one product having other options, then it is customer loyalty. It always encourages customers to buy more, spend more and feel posi-tive emotional experience about a shopping. In business sector, customer loyalty plays important role to up lift the business as well as it focuses on establishing good relationship between consumers and suppliers. The loyal customers are the prime sources of generating profits and bringing more new customers in the business.

Similarly, the thesis also focused on customer loyalty programs to promote the customer loyalty. Loyalty programs are such programs offered by a company to encourage their customers on contin-uous shopping. In business, it’s more expensive to acquire new customers than to retain the existing customers. So, the company should provide excellent products with affordable price as well as main-tain loyalty programs to satisfy their customers. It’s true that if the customers are not satisfied and happy with the brand, they will not come to purchase the product again and again. Customer satis-faction is the key element to boost up the business with loyal customers. Therefore, the thesis em-phasized on the relationship between customer satisfaction and customer loyalty.