Document Type


Degree Name

Master of Arts

Chairperson (Advisor 1)

Dr. Charles Nuckles

Reader (Advisor 2)

Thomas Hanson

Reader (Advisor 3)

Craig Lien


It is the objective of this synthesis thesis to introduce a new concept the author terms as: "Relationship Loyalty." Relationship Loyalty describes a relevant way of conducting business. It has the potential and power to create and sustain the highest achievable level of customer satisfaction and loyalty to an organization. Relationship Loyalty is defined as: "Attainment of a mutual relationship with your customer's that creates and sustains superior loyalty to your product, and to your company. The customer is a loyal fan who advocates your company, and your company’s products. over those of your competition."

A review of the literature on the topics of Brand Loyalty and Relationship Marketing provides a wealth of information. However, the literature still falls short of describing the phenomenon the author has termed, "Relationship Loyalty." The scope of this topic is as complex as human relationships can be, yet is supported by a commonsense approach to better understanding the totality of human relationships as applied to business, and the products and services provided by business. An attempt is made to focus this thesis on a more manageable collection of information, in order to attempt to draw conclusions, that may be applied to the field of organizational management.

The understanding and meaningful application of the concepts brought forth in this thesis may have the power to contribute to the fulfillment, and purpose, of the careers of individuals working in organizations. If these concepts could be applied throughout society, a new business ethic could emerge. This ethic would support business renewal, and a rejuvenation of an implied trust between the customer and the business organization. A new paradigm of satisfaction in business transaction and human interaction may be achieved.

The remaining chapters of this thesis are presented to contribute to the understanding and continuity of this topic for the reader. Chapter 2 will provide an examination of the topic of Brand Loyalty. The author will then focus in Chapter 3 on the published literature relative to Relationship Marketing. The understanding of Brand Loyalty and Relationship Marketing will provide the necessary background for a detailed discussion in Chapter 4 of Relationship Loyalty. In Chapter 5, the author will attempt to address the questions presented in this first chapter, while also suggesting what this new body of information may offer for business and society in the 21st Century. A futurist perspective will be presented that holds promise for the importance of this work, and suggest topics for future research in this area of study.


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