Loyalty Management
Two dimensions to loyalty - attitudinal and behavioral.
Behavioral Loyalty
Behavioral loyalty means the customer buys the product regularly and does not respond to competitors' offerings. Results in sales, but doesn't mean that the customer is immune to competitors' offerings or will pay more for the brand if the price goes up. Habitual purchases are the most common form of behavioral loyalty. These are low involvement purchases. Competitors' coupons, price promotions or incentive programs can break behavioral loyalty.
Attitudinal Loyalty
Attitudinal loyalty refers to how much someone likes a brand and is willing to act on that preference. A person's willingness doesn't translate to a sale if the person can't afford the product. Cause-related marketing fosters attitudinal loyalty as does sponsorships.