Consumer loyalty strategy

Abstract

Loyalty is a desirable phenomenon in the consumer behavior from the perspective of producers. However not all of loyal clients provide the entire spectrum of the expected benefits to the company. Decisions of actors operating in the market, are more or less a consequence of some of the strategies adopted to ensure the realization of their own expectations and goals in life. The author attempt to establish a conceptual model of loyalty strategy in this article. This objective will be realized on the basis of a review of existing literature achievements in the field of consumer behavior, but also in the field of strategy.