ABSTRACT
As we said in Chapter 3, there are many different types of loyalty – from habitual loyalty, where the apparently loyal customer may have little real commitment to the supplier, right through to totally committed customers. Since loyalty is such an imprecise word, it is
much more useful to think in terms of customer commitment and to measure loyalty in terms
of varying degrees of commitment. The following sections will explore ascending levels of
commitment, will suggest questions that can be used to measure each level and will indicate
how the results should be displayed.
