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And this is a great way to build customer loyalty.

No one ever questioned that customer loyalty was a good thing.

Store executives felt this was a small price to pay for customer loyalty.

He sees a chance to build customer loyalty in small communities.

And cards of any kind build customer loyalty, experts say.

"The direct model is the strongest in terms of customer loyalty," he said.

Customer loyalty does not fit neatly into any financial model or business plan, but it could help.

Also important, they said, are customer loyalty and frequent-flier programs.

The company believed trading volume sales got customer loyalty and was good for business.

"We create them to improve value to customers, which builds customer loyalty."