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Running Head: ARTICLE REVIEW ON CUSTOMER LOYALTYArticle Review on Customer LoyaltyStudents NameProfessorCourseDate1ARTICLE REVIEW ON CUSTOMER LOYALTY2Article Review on Customer LoyaltyThe article suggests that customer loyalty is an area where many organizations haveinvested heavily, but have not resulted in the desired result. The article also realizes that muchorganization mistake customer satisfaction to customer loyalty (Watson, Beck, Henderson, &Palmatier, 2015). The main problem causing the underperformance is because an organizationdoes not understand and relate customer loyalty and that they also lack efficient measurementtools for customer loyalty. Most measurement techniques focus on extraneous constructs and donot measure consumer behavior. Others fail because they focus on verbal feedback withoutbehavior observation of the consumer (Watson, Beck, Hen ...


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