| Summary: | Since the time when businesses started flourishing in the past, there has been a constant focus on
maintaining healthy relationships with the customers. Customer loyalty has been a privileged
concept which many companies have tried to follow and hence began the escalating strategies and
tactics that companies followed to generate an increasing number of loyal customers. Since then,
there have been many studies which have been conducted by experts and academicians on the
topic. However, they have all been limited to the general consumer to consumer firms and there
has been limited information that one manages to find about the Ports and SEZ sector. This study,
hence, delves into the impact that customer loyalty has on Ports and SEZ firms, with special
emphasis on the profitability and brand equity of these firms.
Our literature review suggested that, in general, there are mixed feelings about the impact of
customer loyalty. Many experts believe that customer loyalty can definitely have an impact on the
profitability of a firm. However, some others warn about the excess expenditure that people might
incur to achieve customer loyalty. Hence, one has to carefully evaluate the benefits that a loyal
customer is reaping to a firm and compare it with the costs that the firm has to incur to retain this
loyalty of the customer. However, the literature review did not provide information about how the
therefore, break new grounds in this segment of customer loyalty evaluation for Ports and SEZ
sector. The reverse, though, was available in the literature. There was information about how the
brand equity of a company could help its efforts towards getting more customers and increasing
customer loyalty, in general.
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