Hi everyone,
I found an interesting (short) article about the (eight) ingredients to build customer loyalty.
Of course as we have read in the article of Werner Reinarts and V.Kumar (the mismanagement of customer loyalty), customer loyalty does not always means (customer) profitability. However building customer loyalty is very important for a company, especially if you want them to become ‘true friends’.
Next you can find eight essential ingredients according to R.Paul and D.Timm to build customer loyalty.
Consumer Value Creation 