Reichheld's research indicates that loyal customers and fickle customers are equally profitable for firms.

Reichheld's Research

Studies conducted by Frederick Reichheld focusing on loyalty marketing, customer retention, and the economic value of customer loyalty.

Loyal Customers

Loyal customers are individuals who repeatedly purchase products or services from the same brand, showing a preference and commitment to that brand over competitors.

Fickle Customers

Consumers who frequently change their preferences or brand loyalty, often influenced by trends or competitive offerings.