Royal versus Loyal [closed]

One of the online English-learning sites in Japan where I study English, regularly uses the expression "Royal customers" instead of "Loyal customers" in their address. I felt it strange, so I advised them that maybe it was a typo which should be corrected. However, they answered that they intentionally use "Royal" saying that the word 'Loyal' might have a negative effect on their reputation.

They felt that using 'loyal' made their customers think the company is not respectful enough, that the company didn't care about them, and that customers would think they were simply subordinates or slaves, forced to buy the company's services as if they have no choice, all due to the connotation of the word 'loyal'.

By adopting the word 'royal,' instead of 'loyal,' I think they thought they were showing admiration and respect to their customers. I guess they also thought that 'Royal' was phonetically superior to 'Loyal' because it uses an 'R' instead of an "L".

Hearing their explanation, I felt they were only trying to cover up their confusion in the use of these two words. After asking some native English speakers about this I concluded that the company's reason for using this form of address was more to protect their pride as an English-education business.

None of the native English speakers I'd asked agreed with the company's reasoning. Some advised "valued customers" as a useful alternative and a perfect choice for the company to adopt, if they really wanted to express their respect and gratitude to their customers. I'd like to hear your opinions. Is there any thinkable reason to address customers as "royal" in the way the company asserted, or do you think the company's remarks are persuasive?

Anyway, I'm dissatisfied with the company's strange reasoning and tactics and wonder why they made excuses for their form of address? Do you think they never considered using "valued customers," as an English education company?

Would any of you address customers as "Royal customers," not "Loyal customers," if you were in the customer service department of your company? Thank you

Solution 1:

Royal = belonging or connected to a king or queen or a member of their family:

Cambridge

Another usage is illustrated by

Royal = good or excellent, as if intended for or typical of royalty: “The team was given a royal reception/welcome.”

Cambridge

The company is suggesting that it has Royal customers, in the sense that they are members of a royal family. If there are no such customers, this is wrong, and misrepresents the company’s status; it is certainly dishonest or misleading representation and in some legislations may be illegal.

To describe customers (other than any members of a royal family) as royal is simply wrong. If the intention is to persuade customers that they will receive royal attention in the sense of the second definition, it is the attention that is royal, not the customer.

The use of royal is, apart from the small chance that there are real royal customers, inappropriate and misleading.

Loyal = firm and not changing in your friendship with or support for a person or an organization, or in your belief in your principles:

Cambridge

This definition of loyal includes no meaning of subservience or dependency. It is based on the idea that the company is so good that it attracts loyalty.

In summary, I agree with you and those whom you consulted. I would not trust this company to be a good source of English tuition.