C/M/404. Dissertation. Examining Customer Loyalty and Satisfaction in a Small Telephony Store

This research report examined levels of customer loyalty and satisfaction at a small telephony store in London, together with those factors underpinning these dimensions. Drawing on McGoldrick's diamond of loyalty, which segments customers according to the extent to which they frequent a given store(s), four customer profiles were established. These profiles were used to understand what factors should be maintain and/or improved to keep the stores' most profitable customers loyal and satisfied, whilst attempting to change switchers into loyal customers.