Customer loyalty is the most critical element to retain within a business relationship. A lot of benefits can be derived from a well-established loyal customer base. Large sums of money are often allocated to advertising, mainly to gain a bigger market share of customers. However, with the availability of loyal customers, the expenditures on advertising can be used for other beneficial projects in the business. Companies that have many loyal customers enjoy the advantage of directing their funds to a self-supporting system in which the company constantly delivers superior value and high-quality products or services. This creates a comfortable relationship necessary to keep the customers happy and loyal. There is also the added advantage of pre-existing customers. They consciously help to introduce friends and family to the products and services based on personal testimonies and enthusiasm.