Customer loyalty management is a must

As consumers are presented with more options, customer loyalty management strategies like engagement, loyalty programs, and feedback systems can create competitive advantages, says a W. P. Carey marketing expert.

In this story published May 31, 2025, in In Business Magazine:

As digital platforms lower switching costs and intensify competition, businesses that neglect service marketing and customer loyalty management risk becoming vulnerable. Conversely, companies that prioritize exceptional service experiences, loyalty management, and authentic customer engagement can achieve sustainable competitive advantages. Strategic customer loyalty management, anchored in service marketing excellence, is not just about customer retention — it is about turning customers into brand advocates and partners in the company's success.

– Martin Mende, J. Willard and Alice S. Marriott Foundation Professor in Services Leadership and professor of marketing