Ibland använder vi en alltför förenklad bild av lojalitet i form av återköp eller återbesök men så enkelt är det inte. Det konstaterar Margareta Boström som är expert inom konsumentbeteende och arbetar som affärsutvecklare och insight-ansvarig på detaljhandelskedjan Jula. Tillsammans med Malin Sundström, forskare i marknadsföring vid Malmö universitet, har hon skrivit boken ”Lojalitet på riktigt” där de breddar lojalitetsbegreppet rejält.
Lojalitet på riktigt
Kundfokus
Lojalitet är mycket viktigt för alla verksamheter. Den kan ett företag emellertid inte skapa utan här är det kunderna som sitter på bollen och väljer vem de vill vara lojala mot.

En lojal kund är en drömkund för en företagare. Men vad innebär egentligen begreppet "lojal kund"? Foto: Adobe Stock
Någonting är fel
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– En vanlig missuppfattning är att en lojal kund är en återkommande kund men det finns så mycket mer som måste till för att man verkligen ska kunna kalla någon en lojal kund, säger Margareta Boström.
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


