Marketing and Communications

Gartner Glossary

Customer Loyalty

Customer loyalty is the degree to which a customer is likely to continue doing business with an organization. Loyalty builds up over multiple interactions and is the result of customer satisfaction, positive customer experiences and the value realized from using the organization's goods or services. Customer loyalty also drives existing customers to select one company's products or services over its competitors, yielding collateral benefits for retention, growth and brand advocacy.

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