Customer loyalty is the result of consistently positive emotional experience, physical satisfaction and perceived value of an experience, which includes the product or services (Ivans & Shaw, 2002).Industry expert Gian Caprini (2015) from Expedia suggests that consumers have tried and tested a range of providers and are now beginning to establish which provider they want to be loyal to. Comparison companies need to create listening platforms to understand exactly what customers want from their services and listen to negative feedback and take action on it