Discover the essential principles of customer loyalty with ‘Customer Loyalty: Concept, Context and Character.’ This comprehensive guide, published by McGraw Hill Education, delves into the foundational theories, research frameworks, and practical applications of building lasting customer relationships. Perfect for students and professionals, it explores loyalty determinants, outcomes, and assessment methods across various industries including services, retail, aviation, banking, and insurance. Understand the character of loyalty and decode your customers’ needs to drive repeat business and enhance brand advocacy. This first edition provides a thorough exploration of loyalty paradigms, making it an invaluable resource for anyone seeking to master customer retention strategies.