Customer loyalty is best described as an unshakable brand allegiance, leading to repeated purchases and dedication to the brand over an extended period of time. The truly loyal customer does not shop around for the lowest price or to “see what else is out there.” 

Loyal customers trust their instincts to remain connected to the brand—even when friends, family, or advertisers try to convince them otherwise. This affinity goes far beyond dollars and cents. It’s about a relationship—and potentially being part of a community of other enthusiastic, loyal customers.