The book cover shows a loyalty found in the world of business.  The image is of two people shaking hands with cars washed out in the background.  In big, bold, blue letters the words “Customer Loyalty” are prominently placed in the foreground.  Customer loyalty is a very interesting form loyalty.  Loyalty is generally developed over time; it’s a promise that one is committing oneself to another through anything, good or bad.  It seems difficult for a business to have full loyalty to complete strangers.  But most businesses pride themselves on this ideal.  The company is dedicating itself to protecting its customers and satisfying their needs.  Interestingly, the underlying idea behind customer loyalty is to turn the tables and gain the customer’s loyalty for a lifetime.  Car dealerships promote customer loyalty in order to have its customers continuously purchase from them and nobody else. I actually find this concept rather ironic.  Companies and businesses are loyal to their customers just to get their customers to be loyal to them.  Basically, businesses are only promoting customer loyalty to make more money.  Underneath it all, customer loyalty on companies’ behalf, is rather deceptive and selfish rather than a good hearted gesture.  If loyalty is dedicating oneself to another for all weather conditions, which is supposed to be a caring and beautiful value, does that mean customer loyalty should not be considered loyalty?  Though technically, loyalty must be earned and developed.  So, in order for companies to gain their customer’s loyalty, they must have aspects like customer loyalty.  If the company treats the consumer well, then by default the consumer will want to be loyal to the company.  In this case, it’s rather difficult to determine which perspective is right.

The book cover shows a loyalty found in the world of business.  The image is of two people shaking hands with cars washed out in the background.  In big, bold, blue letters the words “Customer Loyalty” are prominently placed in the foreground.  Customer loyalty is a very interesting form loyalty.  Loyalty is generally developed over time; it’s a promise that one is committing oneself to another through anything, good or bad.  It seems difficult for a business to have full loyalty to complete strangers.  But most businesses pride themselves on this ideal.  The company is dedicating itself to protecting its customers and satisfying their needs.  Interestingly, the underlying idea behind customer loyalty is to turn the tables and gain the customer’s loyalty for a lifetime.  Car dealerships promote customer loyalty in order to have its customers continuously purchase from them and nobody else.

I actually find this concept rather ironic.  Companies and businesses are loyal to their customers just to get their customers to be loyal to them.  Basically, businesses are only promoting customer loyalty to make more money.  Underneath it all, customer loyalty on companies’ behalf, is rather deceptive and selfish rather than a good hearted gesture.  If loyalty is dedicating oneself to another for all weather conditions, which is supposed to be a caring and beautiful value, does that mean customer loyalty should not be considered loyalty?  Though technically, loyalty must be earned and developed.  So, in order for companies to gain their customer’s loyalty, they must have aspects like customer loyalty.  If the company treats the consumer well, then by default the consumer will want to be loyal to the company.  In this case, it’s rather difficult to determine which perspective is right.