Managing Divided Attitudinal Loyalty of Business Customers

In the face of increased competition and reduced product differentiation, companies are striving to gain unwavering loyalty from customers. In fact, nowadays, companies are willing to do all they can to maintain an undividedly loyal customer base. Companies use customer behaviour and customer attitudes to gauge customer loyalty. Loyal customers exhibit loyal behaviours in the form of repeated purchases. Customers can also exhibit loyalty towards a product by having a positive preferential attitude towards the company and its products.