Customer Loyalty

Customer Loyalty



This study aims to examine customer loyalty measures and the cultural differences based upon its importance to practitioners and academics. The core relationship of customer loyalty and its measures are the most vital associations behind the marketing theory. To further enhance our knowledge and understanding of this fundamental involvement in marketing, an attempt to explore customer loyalty and its cultural differences is studied in this report. The findings presented, suggest the many cross-cultural banking environments in Nigeria. Results showed that customers were threatened by Nigeria’s banking industry fall on currency exchanges in the market. The research that academics and practitioners research over the years allows us to examine the measures of customer loyalty and customer satisfaction. Our findings denote the discrepancies of the linkage between satisfied and dissatisfied customers influenced by the variables that individuals face in the marketing industry. This study broadens our understanding of the implications of customer loyalty and the importance of cultural differences.


The literature of customer loyalty is founded to be the core of relationship in the marketing industry. The ultimate aim is to create customer loyalty by meeting the needs of customers resulting in repeat sales that are achieved through reward programs or customer care. Myers broadly speaks about ‘customer loyalty being the feeling or affection for a company’s people, products, or services’ (Meyers 1969) where marketing today places the importance of viewing a business through the consumer’s eyes.

A measurement of loyalty is the key to creating value and meeting the terms applied to the outcomes of businesses. Satisfaction measurements are purely linked to indicators of customer loyalty where ‘a tremendous difference between the loyalty of merely satisfied and complete satisfied customers are seen in competitive...

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