The Startup
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The Startup

Understanding the Layers of Loyalty

A loyalty crash course

Photo by Wilhelm Gunkel on Unsplash

What is loyalty? That is a question we get asked often. Years of loyalty research points to one answer: loyalty is like an onion. No, not in the “it makes you tear up” kind of way, but in how loyalty is also multi-layered.

In this article, we look at the four layers of loyalty that have frequently emerged from existing research; what each layer looks…

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