Brand Loyalty Case Study

851 Words 4 Pages
Register to read the introduction… If the customer made the first purchase in the company, it means that the product is attractive for them. If the consumer re-purchases the product, it means that his/her needs are satisfied and after certain amount of purchases, he/she possibly obtains a status of a loyal customer, which holds that the company is willing to provide number of incentives. The loyalty programmes can be considered as ‘motivation’ to buy more. Considering the benefits customers receive, the trade-off might be fair. For instance, Virgin Airlines referred as the airlines that “Americans love” (Tuttle,2012) offers membership of “Flyer’s Club”. Club Red members earn miles and get various discounts; Silver members earn ½ more miles and are provided with priority seats; Gold members get double miles, access to exclusive areas and priority boarding (Peiguss, 2012). The aim of it is to make consumer attached but considering people rationality, they won’t fly only for points (Arnett, …show more content…
Authors after researching 839 respondents, focusing on satisfied ones (30%) were 100% sure that they would re-buy products, conclude that “explicit and extensive decision making and evaluative processes, a consumer becomes committed to brand” (Bloemer & Kasper, 1994, p.154) and furthermore, they also argue that brand loyalty and satisfaction are indeed positively related (Bloemer & Kasper, 1994, p.158). In other words, customers, loyal to particular brands undergo a process of evaluation and decision-making, but however, limitation could be seen that people might evaluate the product carefully but with extensive examination, the brand loyalty will become even stronger, putting rationality of future choice under …show more content…
(2013, October 31). Are loyalty cards really worth it? | News | Retrieved from
Bloemer, J. M., & Kasper, H. D. (1994). The Impact of Satisfaction on Brand Loyalty: Urging on Classifying Satisfaction and Brand Loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 7, 152-159.
Frank, R. H., & Cartwright, E. (2013). Microeconomics and behaviour. London: McGraw-Hill Education.
Kotler, P., & Keller, K. L. (2012). A framework for marketing management (5th Edition ed.). United States of America: Pearson Education.
Peiguss, K. (2012, April 3). 7 Customer Loyalty Programs That Actually Add Value. Retrieved from
Tuttle, B. (2012, October 25). Virgin America: Why an Airline That Travelers Love Is Failing | Retrieved from

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