Loyalty is dead! True or false? Part I
Digitalization and increased mobility have brought a radical change in customers’ expectation and behavior. Nowadays, when information is travelling at the speed of light, the effects of customer experience is exponential. Customers talk to each other about their personal interactions with a brand, providing each other with both positive and negative experiences that could affect one’s perception. Consequently, the word-of-mouth effect expedites the speed of which information travels. Customers are more demanding and knowledgeable and are constantly evaluating and re-evaluating their purchasing decisions, meaning that they will choose the brand that is most relevant to them at a specific moment.