Little is known about customer loyalty to brands over many dozens or even hundreds of purchases. In this paper we describe, and seek to explain, such patterns of loyalty in two very different markets: a consumer market (laundry detergents), and a more frequently used service (physicians'...

Many claims have been made concerning the benefits of airline global alliances, often from the viewpoint of airline operators. By contrast, the focus of this paper is an empirical study of the perceptions of consumers. Studied first are the perceptions that business travelers have of the...