Simply put, Loyalty is important. It is a collection of attitudes aligned with purchase behaviors that favor one business among competing businesses. But it is so much more. Loyalty is comprised of a constellation of concepts, the Customer Ecosystem, that come together to influence a customer, but it also has a huge impact on business outcomes for our clients. The concepts that make up and define loyalty include: Commitment, Trust, Incentives, and, most importantly, Satisfaction. All of....

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