Customer loyalty refers to the consistent and sustained preference, trust, and repeat business that a customer demonstrates towards a particular brand, product, or service. It is built on positive experiences, satisfaction, and a strong emotional connection between the customer and the business. Customers who exhibit loyalty are more prone to selecting a particular brand over competitors, even when presented with comparable alternatives.

Factors contributing to customer loyalty include high-quality products or services, excellent customer service, personalized experiences, and consistent positive interactions. Businesses often employ loyalty programs, rewards, and personalized marketing to foster and maintain customer loyalty.

Establishing and nurturing customer loyalty is crucial for long-term success, as loyal customers contribute to a company's revenue and act as brand advocates, promoting the business through positive word-of-mouth and referrals.