Loyalty, also called allegience or truth, is faithfulness or a devotion to a person or cause.
The practice of providing discounts, prizes, or other incentives to encourage continued patronage of a business. Generally, loyalty programs are considered less expensive to maintain than allowing customer defection or 'churn'.
The concept of loyalty is an important part of ethics. Plato originally said that only a man who is just can be loyal, and that loyalty is a condition of genuine philosophy. The philosopher Josiah Royce said it was the supreme moral good, and that one's devotion to an object mattered more than the merits of the object itself. Loyalty is a quality you look for in a friend.
Jesus said, “No one can serve two masters. Either he will hate the one and love the other, or he will be devoted to the one and despise the other.” (Matthew 6:24 NIV) Attempting to serve two masters leads to “double-mindedness” (James 4:8), undermining loyalty to a cause. James 5:2. The Bible also speaks of loyal ones, which would be those who follow the Bible with absolute loyalty, as in "Precious in the eyes of God is the death of his loyal ones", (Psalms 116:15)
Loyalty plays an important role in Literature.
Loyalty is faithfulness or a devotion to a person or cause.
LOYALTY, allegiance to the sovereign or established government of one's country, also personal devotion and reverence to the sovereign and royal family. The English word came into use in the early part of the 15th century in the sense of fidelity to one's oath, or in service, love, &c.; the later and now the ordinary sense appears in the 16th century. The O. Fr. loialte, mod. loyaute, is formed from loial, loyal, Scots leal, Lat. legalis, legal, from lex, law. This was used in the special feudal sense of one who has full legal rights, a legalis homo being opposed to the exlex, utlegatus, or outlaw. Thence in the sense of faithful, it meant one who kept faithful allegiance to his feudal lord, and so loyal in the accepted use of the word.
Being loyal can also bring good to business because the boss, or person in control, may let the person do something difficult but greatly paid. This is because loyal people are expected and trusted to behave responsibly.
Some firms (e.g. insurance brokers) may give "loyalty discounts" to customers who stay with them for a long time (who are loyal to the firm). Some stores may offer their customers "loyalty cards" to get some money off their purchases.