Service quality perceptions of solely loyal customers

Swetlana Bogomolova

Having more solely loyal customers (those who only use one supplier) is an aspiration for most service providers.

Service quality perceptions of solely loyal customers

Swetlana Bogomolova

University of South Australia

Introduction

Many customer relationship management (CRM) programmes, particularly cross-selling initiatives, are aimed at growing the number of loyal customers a brand has. The attraction of loyal customers lies in the understanding that they bring higher returns while costing less to keep, when compared to ‘disloyal’ customers who divide their loyalty across many brands (Reichheld & Sasser 1990). In addition, the more products customers have with one service provider, the harder it is for them to switch away, hence customer retention increases (Reichheld & Sasser 1990; de Ruyter...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands