Just on loyalty - had a bit of an overview while writing and it appears fairly straight forward.
There is a general acceptance that loyalty brings profit in some capacity.
The actual model is disputed, as usual.
Often the focus of research is not centred on loyalty but rather the driver of loyalty, satisfaction or customer service or experience.
The loyalty model can be very straight forward - just one item in many cases, or one behavioural item plus one attitudinal item (?) whatever that is.
More complex models use a number of different things, like WOM, switching, willingness to pay more, repeat purchase etc.
The real spanner, and what could drive the research agenda, is the psychological factor - a real relationship rather than a token reduction in price or whatever.
I need to explain that the deep psychological investigation is beyond the scope of this study, but could prove very interesting future research.
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