Customers who are truly loyal—emotionally connected to a brand—are hard to come by. Most are just behaviorally loyal. But beware: Some habits are easy to change.

Behavioral loyalty is a nice-to-have. For some marketers, it's good enough. “Who cares,” they say, “if customers ‘love' us, as long as they buy from us?” The problem with behavioral loyalty is that it's tenuous. If something better comes along customers will drop you like a bad habit.

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