| Abstract: | Local customers—usually defined as those who tend to concentrate their purchases within one or a limited number of brands or stores—have long been of major interest to marketing practitioners and academicians. In organizational purchasing literature, however, little attention has been focused on this important dimension of buyer behavior. The purpose of this article is to underscore the importance of the loyal customer, to distinguish between simple repeat purchasing and true loyalty, and to examine the reasons for such consistent purchase behavior. |
