CL has become an important point of the marketing strategy since the past decade.
According to Olorunniwo, Hsu and Udo loyal customers = revenue (profitability). This success can be explained by 3 ways: 1) Loyal customers = income for the firm 2) In marketing point of view, loyal customers represents a part of the segmentation which the company have not to invest in, compared to new customers 3) Loyal customer = word of mouth

Why a big change in CL? * At one time CL approach: primarily buying behavior & promotion. Because the behavioral aspect was easier to measure. * Reichheld (2003) explain that the problem with only behavioral measure is that CL is more than just a repetition of purchase

The Loyalty Triangle: (Shoemaker & Lewis, 1999). The three equal sides represent the contents of the CL. The sides = the functions needed in CL. * 1st side: The process/How the service work.
The process = phases A to Z of the service experience. * 2nd side: Value Creation = Value added + value recovery.
Value added: In economics, the difference between the sale price of a product and the cost of materials to produce it is the value added. But it also means all marketing & operational strategies within the company.
Value recovery: a problem during a service delivered * 3rd side: Database Management/Communication.
Communication: different forms such as advertisements, newsletters, promotions, events & public relations, direct & indirect marketing, phone calls, reductions according to certain people & in special times, limited editions of goods or services…

Definitions of Loyalty though the time.

1969 – Day: loyalty = repetition of purchases of one product, service of the same brand. Psychological attachment of the consumer with the brand.

1973 – Newman & Werbel: loyalty = repetition of purchases of the brand, without considerations of others brands, who delivered the same products of