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# Customer Loyalty Customer loyalty refers to the strong and continuing preference of customers for a particular company, brand, product, or service. A loyal customer repeatedly purchases from the same organisation and is less likely to switch to competitors, even when alternative products are available. Customer loyalty is not limited to repeat purchases; it also includes trust, satisfaction, positive attitudes, willingness to recommend the organisation to others, and a long-term relationship with the business. In Customer Service Management, loyalty is considered an important outcome of effective customer service because loyal customers contribute to stable sales, positive _________ ____ ________ ______ __________ ______ _________ ____ ______ _____ _____ ______.
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