IntroductionCustomer loyalty according to the Loyalty Research Center (2014) “can be defined as customers who continue to believe that an organization's product/service offering remains the best option. It satisfies their value purchasing decision.” Consumer Loyalty (2014) breaks this definition down to its simplest form by stating, “Consumer loyalty is about attracting the right customers, getting them to buy, buying often, buying larger quantities, and bringing in even more customers.” They go on to list five ways loyalty can be built (see figure 1). However, this article seeks to exemplify the advantages that learning theory has in improving customer loyalty, with particular emphasis on behavioral and cognitive learning. Figure 1 - Building Loyalty – Consumer Loyalty (2014) Learning Theory There are several theories that aim to provide an understanding of the process that is undertaken during learning. Solomon, Bamossy, Askegarard, and Hogg (2013) provide a definition of learning that states: “Learning refers to a relatively permanent change in behavior that results from experience.” This article therefore explores the two most commonly used learning theories that have been built around this framework. Behavioral Learning Behavioral learning can be classified as a set of theories that “assume that learning occurs as a result of responses to external events” (Solomon, Bamossy, Askegarard, & Hogg, 2013). A definition provided by Owen (2014) states “a process in which experience with the environment leads to a relatively permanent change in behavior or the potential for a change in behavior” constitutes an understanding of this umbrella term that has been constructed through the work of "Pavlov, Thorndike and BFSkinner" (Bailey, 20...... half of paper ......5/how-does-cognitive-learning-help-advertisers [Accessed 26 May 2014].Owen , R (2014). Consumer Behavior. [Online] Sykronix.com Available at: http://www.sykronix.com/tsoc/courses/cb/cb_beh.htm [Accessed 26 May 2014]. G., Askegaard, S. and Hogg, M. (2013) Consumer Behavior, 5th ed. Pearson Education, Inc., p.261.Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M. (2013). Pearson 5th ed., pp.395-434. Top Rank Online Marketing, (2014). 2014].Your Asda, (2014).Why don't we have a loyalty card? Here's why.... [Online] Available at: http://your.asda.com/news-and-blogs/why-don-t-we-have-a-loyalty-card-here-s-the -reason [Accessed May 26. 2014].