Reichheld's research indicates that loyal customers and fickle customers are equally profitable for firms.

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Reichheld's research suggests that loyal customers are more profitable over time as they tend to buy more, require less marketing and operational support, and often refer new customers, unlike fickle customers who may contribute less to a firm's profitability due to higher acquisition and maintenance costs.

Reichheld's Research Indicates That Loyal Customers and Fickle Customers Are