Reichheld (1988) argued that consumers' repeat purchase patterns may not reveal their true loyalty behaviour as they may be trapped by inertia or they may be indifferent to brands or there may be high exit barriers imposed by the brand.

Question

Quizplus · Accepted Answer

Reichheld (1988) indeed argued that repeat purchase patterns might not accurately reflect true loyalty because consumers could be influenced by inertia, indifference to brands, or high exit barriers, rather than genuine loyalty.

Reichheld (1988) Argued That Consumers' Repeat Purchase Patterns May Not