Objective
As markets become more competitive many companies recognise the importance of retaining current customers and some have initiated a variety of activities to improve customer loyalty. Indeed, the benefits associated with customer loyalty are widely recognised within business. It is known that long-term customers are more likely to expand their relationship within the product range and so the rewards from this group are long term and cumulative. Another widely perceived benefit is that repeat or behaviourally loyal customers are also thought to act as information channels, informally linking networks of friends, relatives and other potential customers to the organisation.
Much academic literature has sought to define customer loyalty and many of these reviews are discussed within this paper. However, consensus points to customer loyalty being characterised by the customer’s preference to purchase a product, service or from an organisation consistently when the need arises to purchase. The key issues of this characterisation are preference and consistency.

The Discussion of Consumern Loyalty
The most widely accepted definition of loyalty is by Jacoby and Kyner (1973), who describe loyalty as the biased, behavioural response, expressed over time, by some decision making unit, with respect to one or more alternative brands out of a set of such brands, and is a function of psychological processes.

At a very general level, loyalty is something that consumers may exhibit to brands, services, stores, product categories, and activities (Mark, 2003). Loyalty is a feature of people, rather than something inherent in brand (David, 2013; Martin, 2013; Rosalind, 2008). Many see it as primarily an attitude-based phenomenon that can be influenced significantly by customer relatinship management (Stanley, 2011). However, empirical research shows that loyalty in