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Loyalty can be measured using different scales. The term “loyalty scale” refers to the series of steps required to earn a customer’s loyalty. Generally, four phases mark the evolution of customer loyalty: 1) the prospect, which refers to an individual who has not yet made a purchase; 2) the supporter, representing someone who shows an interest in the brand; 3) the buyer, corresponding to someone who tests the brand; and finally, 4) the customer, who makes regular purchases of the brand.

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