Customer loyalty is the single most important element to retain within a business relationship. A lot of positive elements can be derived from a well-established loyal customer base. Huge amounts of money is periodically allocated to advertising, primarily to garner a bigger market share of consumers, but with the existence of a loyal customer base, these expenses can be channeled towards other better and more beneficial areas.

Anthony Ekanem is a researcher and writer. His research interests span across business, finance, family, relationship, health, personal development, etc. and has written many books on these areas.