One point I wanted to add to a recent article was the notion of involuntary loyalty. Many companies have this and mistake it for one of the other types – rational or emotional. Involuntary loyalty is attachment to a provider or entity due to reasons beyond the individual’s control. Think Comcast, Hulu, Walmart in many places, many grocery stores, Medicare, your local mass transit agency, and many others.
When there are no realistic substitutes, people are forced to choose a provider involuntarily. With analysis, their behavior will even look loyal. Not understanding that many people would choose to go elsewhere if they can might be fatal to many organizations.