what are your thoughts on this article?

It's true that customers can be value maximizers, but I do not agree that low pricing is theonly keyto winning customer loyalty.

For the case of Ikea, it's true that they are able to keep the prices low by providingstylish furniture unassembled and customers can construct the furniture themselves which can be an act of bonding for family (DIY). The feeling of success when finished makes the effort worthwhile while building an emotional connection with the "self-made" piece of furniture. Despite their relatively low price products, the style and design are important and have widespread appeal.The design of the stores is modeled with rooms to inspire customers, families can have ideas on how they can furnish their homes with the items from Ikea. The experience is completed by a meal in the restaurant and a quick detour to the food aisle to pick up some more Swedish specialties.

For example, Marriott has a popular customer loyalty rewards program called Marriott Bonvoy Benefits. The program allows their customers to redeem the points fortheir next purchase, discounted services, or giveaways. Personalized services can also be provided since Marriott can use the data collected, understand and make a better experience tailored to each of the customers. The seamless experience is vital to increase brand loyalty.

Therefore, low pricing is not the only key to winning customer loyalty, it is built on many other factors to establish trust and make the customer's experience enjoyable.