Customer loyalty is a key determinant of the long-term financial performance of organizations (Jones & Sasser, 1995). This is specifically true for service firms where increased loyalty can considerably enhance profitability. Reichheld and Sasser (1990) found that if a firm increases its customer retention rate by 5%, then its total lifetime profits from a typical customer will rise by 25-125%. Both practitioners and academics have shown an increasing interest in the concept of customer loyalty and its relation to other aspects of service business activity.