Loyalty management is an ethical approach to business, with an economic sense.
A loyal consumer is an important part of company’s equity. Loyalty builds the brands equity. Consumer’s loyalty is an important factor in uplifting profits from each consumer (Reichheld, 1997).
Because of consumer’s loyalty importance, many researches have researched this field.
Many of them tried to identify the factors that have most influence on brand’s loyalty:
In a research done in the US on 149 consumption brands, the researches found a connection between the trust factor (-the consumers will to trust the brands abilities) and the consumers obligation (Chaudhuri & Holbrook, 2001).
Those findings were followed by Delgado-Ballester et al (2003)who studied the connection between the consumer’s loyalty and acquisition loyalty.
The researches suggested trust holds a strong base in the “brand- consumer” relationship, and is one of the most important qualities in building consumer’s loyalty. Their research offers a scale for estimating consumers trust.
Meanwhile, a research done in Canada studied the positive correlation between consumers obligation and consumers loyalty. This research defined obligation as mutual values between the brand and the consumer. From his findings, it appears the connection between obligation and consumers loyalty can not hold water in the actual marketing world and environmental factors influence it (Fullerton, 2003) .
Unlike former researches Paswan ,Kulkarni & Ganesh (2003) studied the influence of socio demographic factors on brand loyalty in the services field.
The research, done among students in the US checked the following factors:
Country of origin, social status and education.
Their findings showed education and social status influence brands loyalty.
They also indicated a few differences in consumer’s loyalty that originated in the consumer country of origin. Those differences are related to language, culture and history