Consumer loyalty as a basis for a new marketing concept

The article discusses the reasons for the transition from the concept of classical marketing to relationship marketing, which is based on consumer loyalty. Pyramids of consumer motives in classical marketing and relationship marketing are presented, the fundamental goal of relationship marketing is revealed, the advantages of loyally-minded customers compared to new customers from the companies’ point of view are analyzed, and the main characteristics of loyalty are revealed. The article discusses existing definitions of customer loyalty. The final definition of consumer loyalty is formulated.