BUS602: Marketing Management

Loyalty is the willingness of tourists to continue purchasing from a company over a long period of time and use the product or service repeatedly, as well as recommend it to friends and other companies. According to Griffin, consumer loyalty is a concept of loyalty that leads more to behavior than attitude, and a loyal consumer will show a purchase behavior which is defined as a regular purchaser and shown over time by some decision-making units. Loyalty is an important concept in marketing because loyalty is one of the factors able to determine the market share of a company. 

Consumer loyalty is a behavioral drive to make purchases repeatedly and to build consumer loyalty to a product/service that is produced by a company that takes a long time through a repetitive purchasing process. 

Loyalty does not only mean the existence of consumer wishes to buy back the same brand in later time, but also the consumer having a psychological commitment or attitude towards the brand. And the loyal tourists are not only buying the brand but also refusing to switch to other brands, even when other brands offer something more than the brands they use. 

Loyal consumers are not sensitive to price, deliver positive recommendations regarding the brand, and are willing to spend more money on the brand-producing company. Loyalty can also refer to the preference of tourists to purchase a particular brand of a product category. This occurs because tourists feel that a brand is able to offer the product features, product image, or product quality level which matches the price. Basically, the first time tourists will experiment in the purchase of a product, after they try the product and feel satisfied, they will make it a habit and will continue to purchase the same product because they feel the product is more secure and known.