Building Customer Loyalty

Colleague Damon Ragusa writes:

" ... Loyalty is a Behavior. So Start Measuring It Like a Behavior. 
Customer Loyalty (much like its first cousin, brand equity) is a lot like religion:  there are more than a few views on what it is, some strongly held beliefs on how it works but some common threads across all those views.  I'm fairly agnostic on the how it all works.  But I do believe that regardless of your preferred view, loyalty is a set of behaviors that can be observed.  So that got me thinking...  "