4.12 Customer’s loyalty rate
Clients stay with Experts because they believe their chosen Experts are the best for them. If we trust our dentist, we remain loyal even if they change locations or raise prices.
In contrast, we may be tempted to switch our favorite brand just to try another Product. Similarly, we are unlikely to stay loyal to a particular gas station (Self-Service) if it raises prices more than its competitors.
The customer in the Commodity Orientation—essentially the Market itself—is the most disloyal because it buys the commodity from any supplier.
To increase customer loyalty, Product and Self-Service companies, in particular, use various strategies such as loyalty programs, bonuses, and membership cards.
