Retaining all customers would not be a good idea for any business. In contrast, allowing the profitable customers to leave would be an even worse idea. Consequently the real solution rests in knowing the value of each customer and then focusing loyalty efforts on those customers, who are most valuable, yet businesspeople still believe loyalty to be the most effective strategy for competition in today's market. In the market of the twenty-first century, customers are more likely to be loyal to a group of brands than to a single brand. This is particularly true if the chosen brand is the category leader and costs more. In contrast to the one – brand- for – life mentality of the past, today's consumers are blatant in their divided loyalties, cuckolding multiple brands for their own safety and pleasure. The conceptual framework designed to serve as a platform to understand the evolving the logic of loyalty programs in different service industry for building and sustaining loyalty in the twenty first century as well as induce further research in that direction for Indian service market.
Customer loyalty, Service Industries, India
