Die Kundenbindung stellt für immer mehr Unternehmen ein wichtiges Marketingziel dar. Der Beitrag diskutiert die Möglichkeiten der begrifflichen Abgrenzung und Operationalisierung der Kundenbindung und gibt einen typologisierenden Überblick über die verschiedenen Bindungsformen, wobei auch theoretische Zusammenhänge zu anderen Konstrukten des Käuferverhaltens deutlich werden. The paper discusses definition, measurement and types of customer loyalty. Within this some antecedens-variables of loyalty are proposed and results of loyalty-instruments are shown. The author postes a two-dimensional model of loyalty with three relationship Ievels ("inlets" for activities designed to reinforce loyalty) and three groups of generic loyalty-building instruments (power, trust, contracts). Die Kundenbindung stellt für immer mehr Unternehmen ein wichtiges Marketingziel dar. Der Beitrag diskutiert die Möglichkeiten der begrifflichen Abgrenzung und Operationalisierung der Kundenbindung und gibt einen typologisierenden Überblick über die verschiedenen Bindungsformen, wobei auch theoretische Zusammenhänge zu anderen Konstrukten des Käuferverhaltens deutlich werden. The paper discusses definition, measurement and types of customer loyalty. Within this some antecedens-variables of loyalty are proposed and results of loyalty-instruments are shown. The author postes a two-dimensional model of loyalty with three relationship Ievels ("inlets" for activities designed to reinforce loyalty) and three groups of generic loyalty-building instruments (power, trust, contracts). Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice. Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles. The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B. For more information for authors and subscribers, see www.marketing-zfp.de.