DISCUSSION THREAD – 1
CUSTOMER LOYALTY
Discussion Thread – Customer Loyalty Jared
Klevens
School of Business, Liberty University
BUSI-520 Strategic Marketing Management
Concept
Customer loyalty-
Customer loyalty is based on how consumers use the goods and services provided by the
product or products they decide to use and purchase. They base their loyalty on their overall
experiences with the brand or service. As a consumer, you consider how the goods relate to
your needs and how they fulfill a specific need during a particular timeframe. "The best product
technically is not always the most successful product. People look for the product that delivers
the best overall product experience." (Marshall & Johnston, 2023) Customers are what make a
company successful or not; this leads to an understanding that companies need to sometimes
cater to their customers to 1. Meet the customers' wants, 2. Deliver a service that customers
DISCUSSION THREAD – 2
CUSTOMER LOYALTY
can rely on, and 3. Create a base that, in turn, helps them “sell” their product to others. As a
company builds a reputation, it builds a loyal base that enables it to grow and remain relevant in
an ever-expanding business world. “As customers around the world become more
sophisticated, companies are required to look beyond delivering great core products that
enhance, extend, and encourage the customer.” (Marshall & Johnston, 2023)
Fostering a strong relationship with our customers is key to building loyalty. This is accomplished
by consistently addressing concerns voiced by consumers, responding to both positive and
negative feedback from reviews, and exceeding product performance and expectations. By
following these steps, a company can depend on its base to “push” or recommend its products
or services to others. In other words, loyal customers become unofficial brand ambassadors for
the brands they love, which in turn helps the company generate growth and productivity.
(Exclusive-Networks, 2024)
Application/Example
While many companies are well-versed in building customer loyalty, one that has excelled over
the last few years is 1st Phorm. 1st Phorm is a sports nutrition supplement and apparel
company that has set itself apart from an industry oversaturated with other companies and
apparel conglomerates all trying to push their products in the personal care and nutrition world.
1st Phorm has set itself apart by building a loyal band of followers and influencers, emphasizing a
core belief in fitness education that enables its users to gain a better understanding of how to
care for their bodies and minds. (Nain, 2023) Through this, they have effectively provided
customers with a sense of belonging, which has evolved into a lasting feeling associated with a
long-term relationship rather than a transactional or one-time purchase. This relationship-
building approach produces a sense of value among its customer base, which in turn helps the
brand grow by providing a personal touch to its marketing efforts. They have discovered the
DISCUSSION THREAD – 3
CUSTOMER LOYALTY
value of investing in loyal customers, and by keeping their current customers satisfied, they will
continue to make repeated purchases. (Rioux, 2024)
Questions for Classmates
With companies investing a significant amount of time and effort into acquiring new and loyal
customers, there are times when people will walk away from a brand. There are several reasons
why this occurs. What is a brand or company that you were once loyal to that you have walked
away from? What made you walk away from this brand or company, and why?
References:
Exclusive-Networks. (2024, September 26). The value of investing in loyal customers: Reap the
rewards of renewals and long-term relationships. Exclusive Networks. https://www.exclusive-
networks.com/the-value-of-investing-in-loyal-customers-reap-therewards-of-renewals-and-
long-term-relationships/
#:~:text=By%20increasing%20the%20focus%20on%20renewals%2C%20businesses%20c
an,cross-selling%20and%20upselling%20to%20their%20loyal%20customer%20base.
Marshall, G. W., & Johnston, M. W. (2023). Ch 8 Product: The heart of marketing (p. 221).
McGraw-Hill. Retrieved July 15, 2025.
Marshall, G. W., & Johnston, M. W. (2023). Ch 8 Product: The heart of marketing (p. 223).
McGraw-Hill. Retrieved July 15, 2025.
Nain, P. (2023, September 13). How 1st Phorm Built a Team of 4000 Influencer
Ambassadors . https://www.getsaral.com/academy/1st-phorm-influencer-marketing . July 3,
2025,
Rioux, P. (2024, August 12). The value of investing in loyal customers. Forbes.
https://www.forbes.com/councils/forbesagencycouncil/2020/01/29/the-value-of-investing-
inloyal-customers/
DISCUSSION THREAD – 4
CUSTOMER LOYALTY
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