What term refers to a customer's repeated business with a company?

The term that refers to a customer's repeated business with a company is loyalty. Customer loyalty signifies that a consumer chooses to consistently purchase goods or services from a particular brand or business over others, often due to positive experiences, satisfaction with the product or service, and a strong emotional connection. This ongoing relationship not only leads to repeat purchases but can also result in referrals to new customers, making loyalty a key component in driving long-term business success.

In the context of the other terms, retention focuses on keeping existing customers but does not inherently indicate repeated purchases, as it may also involve retaining customers who are not particularly loyal. Acquisition refers to the process of gaining new customers, which is distinct from the idea of customers returning. Engagement involves interactions between the customer and the company that can foster loyalty but does not specifically imply repeated business on its own. Thus, loyalty is the most accurate term for describing a customer's continued patronage and preference for a particular company.