Despite the extant literature on customer loyalty, it is recognized that the psychological processes behind customer loyalty and commitment are still ill understood (Pritchard et al. 1999). The fundamental guidance system for all human responses is powered by its emotional palette. Thus, to understand its underpinnings and moderate it to favor an organization within limited extend, an deep understanding of human psychology is important.
Total customer-loyalty is the Holy Grail that all organizations seek in order to meet their business objectives and bolster financial bottom-lines. Every organization has the fantasy that their customers would remain totally loyal to their business. If this could be achieved, they would remain profitable forever. This is a dichotomous thought because, if all customers would restrict their loyalty to a few organizations, then customer acquisition-the manna for business growth would grind to a halt, killing expansion and new initiatives. Thus, disloyalty within varying degrees is a reality and a necessary evil.
Reality is far from fantasy, and humans will keep shifting their loyalty at varying levels as they are by nature promiscuous in all their relationships.Customer loyaltyFFPairline loyaltycustomer value
