ABSTRACT
Chapter 7 addresses important themes around Relationship Marketing (RM). Increasingly organisations are gathering data so the issue of loyalty-related systems is addressed. The building blocks of BAU-based loyalty are identified. Loyalty is contrasted with satisfaction and readers are reminded that the two concepts are not synonymous. The widely used tools known as loyalty ladders are considered, leading to a discussion around the issues facing marketers wanting to utilise a TBL-based loyalty ladder. Issues relating to monitoring loyalty are discussed. The negative aspects of loyalty are acknowledged. Finally, the link between loyalty and IM is explored.
