Not at all correct

I just came across this site. I nearly jumped out of my skin when I read this definition:

Customer Loyalty – A byproduct of customer retention programs; customers who are part of an active retention program demonstrate higher loyalty to the business.  A highly specialized version of retention programs using a unique store of value to provide customer incentive is called a loyalty program.


Customer loyalty is not at all a "byproduct" of any "program". This type of thinking is exactly what’s gotten marketing people into so much trouble in the first place.

Let’s try this is again:

Customer Loyalty – The state where customers have a feeling or attitude of devotion, attachment, and affection for your company and your brand. This loyalty is built through open and honest relationships built on a foundation of mutual respect.