Customer Loyalty at Hardy Computer Solutions

This activity is important because it is essential that salespeople understand the different types of customer loyalty that may be exhibited in relationships. Jenifer is a sales representative for Hardy Computer Solutions who specializes in selling computer systems to small businesses in Davenport, Iowa. Jenifer is updating her sales manager on her existing accounts and the specific type of loyalty she believes each of her top six customers are exhibiting.

The goal of this exercise is to match three types of loyalty exhibited by customers with the different characteristics and motivations of Jenifer's customers.

Identify the appropriate type of customer loyalty (Spurious, Constrained, Affective) exhibited by each of Jenifer's top customers.

1. Sheri Jones CPA Firm makes purchases during tax season. They typically want the transaction to be handled very quickly due to how busy the office is at this time.

2. Matt's Furniture has an existing three-year service agreement to buy all their computers from Hardy.

3. MVP Dry Cleaners started using Hardy when it opened and credits Hardy Computer Solutions with much of their customer service success.

4. Cavenaugh Ford buys small items a couple times a year. They do not have a technology person, and the owner often jokes that Hardy is the only computer company he has heard of.

5. McMahon Pharmacy buys exclusively from Hardy because of the great professional relationship and high level of trust that they have with Jenifer.

6. Edge Bakery is a local unit of a larger chain of bakeries that has a regional contract to exclusively use Hardy Computer Solutions.