Welcome to Why Customers Come Back. This book might have been titled What You Can Do to Get Your Customers to Come Back because what I have written about is what motivates customers to do business with you and how you can use this information to develop a customer base that returns to do business with you again and again.During the past nearly 30 years, I have studied and learned about customers and their buying habits and experiences. What has evolved from this study is the understanding that five principles determine customer loyalty. I did not invent these principles; however, I did discover them and put them into a concise and learn able form. These principles were scattered in hundreds of books and articles. They were discussed in hundreds, perhaps thousands, of interviews with consumers, captains of industry, and business leaders. Each source knew this small piece or that tiny part, but no one source was familiar with all five principles. I have learned that any one of the five principles will increase loyalty, but when all five principles are put to use, the results are astounding. My intent in writing this book is to share what I have learned from my research.