What is customer loyalty?

Customer loyalty refers to a customer's commitment to repurchase a brand's products, reflecting a strong relationship between the customer and the brand. This commitment often arises when customers have positive experiences with a product, service, or brand and feel a psychological attachment toward it. They are more likely to choose that brand over competitors, even when presented with alternatives, due to their trust and satisfaction from previous interactions.

While other options touch upon different aspects of consumer behavior, they do not fully encompass the concept of loyalty. For instance, preference for a product over time may indicate familiarity or satisfaction, but it doesn't necessarily signify a commitment to repurchase. Comparing products suggests an analytical approach rather than an emotional attachment to a specific brand. Promoting a brand indicates advocacy, which can stem from loyalty, but it is more of an expression of that loyalty rather than the foundation of it. Thus, the essence of customer loyalty lies in the commitment to consistently choose a brand over others based on prior positive experiences.