102 – The Psychology of Customer Loyalty


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This course provides an introduction to the psychological foundation of customer loyalty. Students will learn about the fundamental drivers of loyalty to a business or brand, the neurological activities underpinning those drivers, and the Axioms of Customer Loyalty that apply across all industries, demographics, and geographies. Students will leave this course with a firm understanding of how loyalty marketing principles and best practices drive repeat purchase, retention, referral, and lifetime customer value.


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