Sheth (2002) stated that customer attitude is difficult to measure for financial and practical

purposes; customer retention is generally used as an indicator of customer loyalty. However,

attitude and behavior can be very different (Sheth and Parvatior, 2002).
Commitment to customers and services qualities enhance satisfaction which leads to close and
successful relationship. If we admit that, it is more profitable holding on to existing customers
than winning new customers (Berry, 1995; Vavra, 1995: cited by (Izquiordo et al, 2004), the
company will try to achieve the satisfaction of existing customers providing them inducement
such as discount, free product or fidelity card. These loyalty programs are structured marketing
attempts which reward and therefore encourage loyal behavior, loyalty program customers
should show changes in repeat purchase loyalty which is not evident amongst non-program
brands. A decreased switching to non-program brands, increased repeat purchase rates, increased
used frequency or greater propensity to be exclusively loyal. (Izquierdo et al 2005). Rauyren et al
(2005) provide a practice of how relationship quantity can influence customer loyalty or loyalty
in the business to business context.
Satisfaction appears to be an important factor in maintaining purchase intentions through service
quality will strongly enhance both purchase intentions and attitudinal loyalty. (Rauyren et al
2005).
In order to maintain customer loyalty, a supplier must enhance also four aspects of relationship
quality which are trust, commitment, satisfaction and services quality. (Pantea, 2008). Successful
loyalty programs need to make offers to encourage customers to continue to make purchases
from the company, but more important, successful loyalty programs need to manage loyalty and
profitability property ((Pantea, 2008). A recent article Ramartz and Kumur, 2007: cited by
Kumur and Peterson, 2005) show that the most loyal customers are not necessarily the most
profitable. We can say that loyal customers cost less to serve, loyal customers pay higher prices
for the same goods and loyal customers do more marketing on behalf of the company (Pantea,
2008).
Earlier, the focus of loyalty was brand loyalty with respect to tangible goods (Caruana, 2002).
Brand loyalty defied as the preparation of a purchase of a household devoted to a brand if
purchase most often. Over time fall have continue to expand, reflecting the wider perspective of

marketing to work into other types of loyalty such as vendor loyalty. Few studies have discussed
on customer loyalty of services (Caruana, 2002).