Marketing Paper on Customer Loyalty

Customer Loyalty

My main loyalty is to the apple brands including iPhones and iPads made by the company. This loyalty is based on the firm’s ability to deliver on needs including online music store that is cheaper and currently updated according to the trend. Most companies invest in their businesses for a sole purpose of expanding their client base. Expanding the client base depends on the ability of a company to build trust with the community and as such gains loyalty in the process. In a business setting, different clients have diverse needs that need to be addressed. However, a large number of this group has similar desires which can be dealt with as one stack.

Building trust with the clients is a continuous process that has to be earned each time a client uses a company’s product. One best approach that can be used to build trust includes building a mutually constructive relationship with the clients in order to address specific issues (Bowen & Chen, 2001). Customers need to feel that their issues are being addressed directly since each person has diverse wishes. In addition, a company that can care or provide a platform for offering support sets a standard that determines whether a company is trustworthy or not. As such, gaining the confidence in clients is an ongoing process and needs to be taken with caution.

Another approach that can gain the confidence of the clients is through delivering the unexpected experience on top of the expectations of the clients. The best way to win trust involves not only identifying what the market needs, given that people’s needs are dynamic and are constantly changing. Sorting out the needs for the market only ensures the products are sold fast without considering the long-term goal. Coming up with an extra feature spices up the products, and in turn, pulls more market towards it. In addition, clients gain more trust towards such products because of its ability to address the changing needs.

Once trust is built, various ethical issues and obligations towards the clients should be addressed to maintain the trust. One important aspect is the protection and confidentiality of the consumers (Bowen & Chen, 2001). A company is expected to restrict personal information of their clients not to fall into the wrong hands, or rather, not to be seen by any other people or company. The reputation for successive companies to secure data information is important to maintain privacy. In this regard, the clients gain more confidence in the firm.

Another ethical issue to be addressed is the warranty for products and services offered by the company (O.C. Ferrell, 2014). Some of the products that are supplied to the clients may be faulty or experience problems within a short period. Warranties are there to assure clients of their loyalty in such instances where there is a problem with a product and the company can take the blame and fix it. However, the warranties should have a clause stipulating any form of tampering with the company’s product within a time range of approximately a year that will put the client liable for any damages. Providing a warranty increases confidence in a company’s product and results in increased client base (O.C. Ferrell, 2014). Customers should trust companies that meet their desires and are capable of offering assistance wherever possible. In addition, clients should stick with a company that addresses specific issues that clients feel should be addressed. Sticking with a certain company also creates a chance to be rewarded after being identified as being a strong supporter. Some consumers are more prone to be loyal to companies simply because of the trust established between them and the company. The clienteles are assured of obtaining a quality service or product.


Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. nternational journal of contemporary hospitality management, 13(5), 213-217.

O.C. Ferrell, O. N. (2014). Customer satisfaction, loyalty, and empowerment. In Marketing Principles PDF, 482-518. Australia: Cengage Learning.