Customer loyalty : an introduction

In an economic scenario where complexity and competition are intensifying and change is accelerating, strategies for building customer loyalty are now indispensable for business success, especially in the retail sector. We begin with an introduction to the concept of loyalty, and then shift our attention to the challenges and trends facing retailers, in particular large-scale distributors, cove-ring everything from omnichannel strategies to private labels. The chapter describes the concept, its dimensions, and the measurement approaches for customer loyalty .