The value of the entire stream of purchases that the customer would make over a lifetime of patronage is called customer loyalty.

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The value of the entire stream of purchases that a customer would make over a lifetime of patronage is called customer lifetime value (CLV), not customer loyalty. Customer loyalty refers to a customer's willingness to repeatedly return to a company to conduct some type of business due to the delightful experiences and value they receive.

The Value of the Entire Stream of Purchases That the Customer