Customer loyalty is a common topic in business & marketing – companies aim to increase it, books & conferences are dedicated to the topic, and numerous agencies sell products that are supposed to improve it. This behaviour is based on the enduring philosophy that extracting more from existing customers is easier (and more profitable) than winning new customers.
However, there is a growing body of evidence that suggests that loyalty is not within the direct control of marketers, and resources being used to improve it would be better directed elsewhere. This paper will present this evidence and discuss its implications for businesses.
Presentation by James Redden, Managing Director of 2CV Asia.
Presented at Asia Research Breakfast Seminar “Touchy Feely” in Singapore on April 28, 2016.
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