The topic of consumer loyalty has been explored by several authors in

the marketing literature. Customer loyalty represents an emotional,

positive, long-term relationship between a satisfied customer and the

company. The importance of this topic stems from the fact that retaining

existing (loyal) consumers is more cost-effective than acquiring new ones.

Loyal customers ensure the survival, functioning, and profitability of the

company. However, retaining existing customers is a complex challenge

that requires a lot of effort on the part of the company. There are a lot

of measures to retain loyal customers, including the implementation

of loyalty rewards programs, personalized marketing, subscription

services, exclusive deals for repeated customers, referral programs,

bundle offers, engagement through social media, gamification, event

marketing, exceptional service support , etc.

This paper aims, with the help of secondary data, to sublimate the theoretical

viewpoints on customer loyalty, on its building, measurement,

maintenance, as well as to note some of its future trends.