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In this environment, the idea of ​​increasing customer loyalty among existing customers and linking it to stable sales growth is becoming more important. Four customer segments Customer loyalty can be divided into two categories: psychological loyalty and behavioral loyalty. Psychological loyalty Psychological loyalty (or attitudinal loyalty) refers to the emotional loyalty that customers have toward a company or product. It includes emotions such as trust, affection, and affection, and specifically, states such as "I feel safe with that company's products" or "I feel happy when I wear something from that brand.


" Behavioral loyalty Behavioral loyalty refers to loyalty tunisia telegram database that is expressed in customer behavior, such as customers continuing to purchase products, continuing to use services, and recommending products to others. The level of psychological loyalty and behavioral loyalty do not necessarily go hand in hand. Depending on the combination of the two loyalties, customers can be segmented into the following four types. <The Four Quadrants of Customer Loyalty> The four quadrants of customer loyalty (Source) Based on Dick and Basu (1994) Customers who have "high psychological and behavioral loyalty" Customers whose psychology and behavior are in high agreement are known as " true loyalists ," and this is the customer base (fan base) that companies and brands should place the most importance on.


Customers who have "high psychological loyalty but low behavioral loyalty" Customers with high psychological loyalty but low behavioral loyalty are customers who have a favorable impression of the company but for some reason have not acted on it. They are called " latent loyalists ." Examples of this would be a luxury car that you long for but cannot afford, or a resort hotel that you are interested in but cannot easily use because it is located far away.