Defining and interpreting loyalty in the case of music festivals

Loyal customers have key importance for scientific and business sector as well. For companies, customer retention can maintain high profitability, and for customers, being loyal can reduce searching costs and risks as well. However, there are numerous descriptions for loyalty; therefore examining the phenomenon can be difficult due to the variety of definitions. The aim of this paper is to define loyalty in a case of a special service: in a case of music festivals. Answering this question, a literature overview will be introduced about the approaches and definitions of loyalty, and music festival loyalty models will be described