Abstract
This article attempts a qualitative review of the concept of customer loyalty and companies' need to comprehend the character of customer loyalty in order to find a sound fit between their customer loyalty schemes and the prevailing nature of loyalty among customers. It suggests the mechanics of engendering customer loyalty by deliberating upon the concepts and dynamics of customer satisfaction and emotional attachment, the factors primarily responsible for promoting customer loyalty. A quantitative framework to assess customer loyalty to assess customer loyalty comprehensively through measurement of its antecedents and outcomes has also been proposed and discussed.
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