Firms should give loyalty before they can expect it from customers Available to Purchase

Argues that, effectively, customers will give as good as they get. Puts forward the arguments why this should be the case, and why the main catalyst ‐ ever keener competition ‐ has made it so. Suggests that there is no disagreement that customer loyalty is the goal, but claims that this presupposes the establishment of trust and a long‐term relationship, and that the only way to gain this trust and long‐term relationship is by first offering it. Organizations will thus need to commit themselves to their customers ‐ a commitment to offer loyalty of service.