Why Customers Come Back - How to Create Lasting Customer Loyalty | Why Customers Come Back: How to Create Lasting Customer Loyalty

Manzie R. Lawfer

CAREER PRESS
Franklin Lakes, NJ

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Library of Congress Cataloging-in-Publication Data

Lawfer, Manzie R., 1946-
Why customers come back: how to create lasting customer loyalty /
Manzie R. Lawfer.
p. cm.
Includes index.

1-56414-695-2

(pbk.)

1. Customer loyalty. 2. Customer relations. I. Title.

HF5415.525.L.39 2004
658.8'343—dc21

200305460

Dedication

This book is dedicated to my parents, Larry and Rena Lawfer, who were persistent in their encouragement long before I ever wrote my first word.

Acknowledgments

I would like to acknowledge and thank the many business owners, executives, captains of industry, and consumers that have been so generous with their honesty and time in helping me research this book.

My literary agent, Wendy Keller, of Forth Write Literary Agency and Speakers Bureau, has been, and continues to be, a source of concern, care, encouragement, friendship, and guidance, which have been priceless. If you are looking for an agent, look no further.

I especially want to acknowledge and thank my wife, JoyAnn, for her loyalty and willingness to allow me to move writing from my avocation to my profession.

About the Author

Manzie R. Lawfer is president of Loyalty Now, a consulting firm, and an expert on customer buying habits and shopping experiences. He has interviewed hundreds of business owners, captains of industry and everyday consumers. His research and studies have included a substantial sample of large corporations and small businesses.

Lawfer frequently speaks to groups but doesn't enter the room with a marching band, drop balloons from the ceiling, or offer fiery motivational speeches. By his own admission, Lawfer really only does one thing: He shows businesses and professionals how to get their customers to come back to buy again and again.

Lawfer has four sons. He and his wife, JoyAnn, live near his parents in Naples, Florida, where he skippers his 26-foot power catamaran Purrrogative.

Manzie Lawfer can be contacted through his company's Website, http://www.loyaltynow.com.