• S.SAI VAMSI
• Mrs. Dr .K.Haritha,Associate professor

ABSTRACT Customer loyalty presents a paradox. Many see it as primarily an attitude-based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty in competitive repeat-purchase markets is shaped more by the passive acceptance of brands than by strongly-held attitudes about them. From this perspective, the demand-enhancing potential of loyalty programs is more limited than might be hoped. Reviews three different perspectives on loyalty, and relates these to a framework for understanding customer loyalty that encompasses customer brand commitment, customer brand acceptance and customer brand buying. This study covers the customer loyalty towards Amogha Honda Motors after studying hundred samples.

Keywords: customer loyalty, Customer satisfaction, Small and medium sized enterprises.

"A STUDY ON CUSTOMER LOYALTY TOWARDS SREE AMOGHA HONDA MOTORS, KADAPA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.n685-n692, April-2024, Available :http://www.jetir.org/papers/JETIR2404D84.pdf

"A STUDY ON CUSTOMER LOYALTY TOWARDS SREE AMOGHA HONDA MOTORS, KADAPA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppn685-n692, April-2024, Available at : http://www.jetir.org/papers/JETIR2404D84.pdf