In this slideshow, we explore what loyalty is and how it relates to your relationships with customers. The mass-marketing approaches of the ’60s and ’70s ignored the role of customer loyalty as an important parameter of marketing activities. There has long been a shift from this transaction based-approach into a relationship-based strategy. The focus changes from acquisition to retention. The new goal is to enhance customer loyalty by focusing on the lifetime value of existing customers, considered just as important as attracting new customers. Loyalty is the maintenance of trust in a person, a party, an institution; which fosters strong feelings of support or allegiance. An individual has a sense of belonging to a relationship. In business, this feeling of loyalty a customer feels with a brand or business yields a deeply held commitment for consistent future consumption.