An electrical wholesaler wanted to revise the business model to increase the customer loyalty of the small electrical installation companies which was identified as high potential customer group.

To find out how to increase customer loyalty, a quantitative online survey was conducted in the customer pool of the company. Qualitative survey was also conducted through customer and employee interviews. This collected data was compared with the literature for providing recommendations.

The findings indicate that customer loyalty can be increased by understanding customer needs and the changing market conditions. Further, strength of customer relationship is also an influencing factor. It is believed that customers are price sensitive but qualitative survey findings reveal that customers are only sensitive for the expensive and rare products. They are found to be very loyal to their suppliers for the regular products. To stay competitive in the market, it is necessary to focus on differentiation. Seminars and events can be used to introduce new products and also intensify the personal interaction. Moreover in the digital world it is vital to have the web-shop to be highly user-friendly.