Customers' beliefs, emotions, and feelings of pleasure, as well as their expectations, all impact loyalty (Wulanda, 2022). How do they impact loyalty?

Customers' beliefs, emotions, feelings of pleasure, and expectations can impact loyalty in several ways:

1. Beliefs: Customers' beliefs about a brand or product can significantly impact their loyalty. If they believe that a brand is reliable, high-quality, or aligns with their values, they are more likely to remain loyal to it. For example, if a customer believes that a company is environmentally responsible, they may choose to stay loyal to that company over others that do not share the same values.

2. Emotions: Emotions play a crucial role in customer loyalty. Positive emotions associated with a brand or product can lead to increased customer loyalty. For instance, if a customer feels happy or satisfied after purchasing a product or service, they are more likely to repeat the purchase in the future.

3. Feelings of Pleasure: Similar to emotions, feelings of pleasure after using a product or service can increase customer loyalty. If a customer derives pleasure from using a product or service, they are likely to continue using it, thereby increasing their loyalty to the brand.

4. Expectations: Customer expectations also impact loyalty. If a brand or product consistently meets or exceeds customer expectations, customers are likely to remain loyal. On the other hand, if a brand fails to meet customer expectations, it can lead to dissatisfaction and a decrease in customer loyalty.

In conclusion, these factors all contribute to the overall customer experience. When customers have positive beliefs about a brand, experience positive emotions and pleasure from using a product or service, and have their expectations met or exceeded, they are more likely to remain loyal to the brand.