Abstract
Strengthening customer loyalty is one of the important objectives for many companies. Recently, some researchers (e.g. Reichheld (2003) and Reichheld and Cook (1996)) have proposed recommendations for analyzing and diagnosing customer loyalty. The present study focuses on the content of the recommendation through text analysis, not on the act of recommendation, as many consumers evaluated their favorite shop by not all dimensions, but just one or two dimensions. The survey approach of this research used open-ended questions to collect descriptive data and closed-ended questions for loyalty data from the respondents. The results show that many respondents use words and phrases such as “low price” or “quality”, but these phrases showed no relationship with loyalty level. The word showing the highest association with customer loyalty was “abundance”. The results indicate that the number of recommendations is not very important and that customer loyalty is enhanced by an abundant assortment of goods and services.
