Technology Fears: A Study of e-Commerce Loyalty Perception by Jordanian Customers

Loyalty Benefits

Loyalty generates many benefits and advantages for the companies which have loyal customers. (Humby et al., 2003) claim that loyalty Increases sales, when customers become loyal to any organization they commit themselves to come back to the same organization instead of competitors, and loyal customers are willing to buy products or services from different sales channels as well (Duffy, 2003). As a result this increases the company’s sales, increases the customization of marketing communications and tracks customers’ styles as well.