While brand loyalty affects some customers' shopping habits, most people care more about what a company can do for them rather than the brand itself. Only 25% of respondents in a recent study said brand loyalty influenced their shopping, and nearly half of those who previously described themselves as highly loyal to a brand were no longer loyal just one year later. Many customers will also switch providers after just one negative experience. Therefore, companies need to focus on consistently delivering what they promise to customers rather than relying solely on their brand to maintain loyalty.