Customer loyalty: Toward an integrated conceptual framework

Alan S. Dick; Kunal Basu

doi:10.1177/0092070394222001

Customer loyalty: Toward an integrated conceptual framework

Alan S. Dick
, Kunal Basu

Marketing

University of Florida
McGill University

Research output: Contribution to journal › Article › peer-review

4026 Scopus citations

Abstract

Customer loyalty is viewed as the strength of the relationship between an individual's relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Implications for research and for the management of loyalty are derived.

Original language	English
Pages (from-to)	99-113
Number of pages	15
Journal	Journal of the Academy of Marketing Science
Volume	22
Issue number	2
DOIs	https://doi.org/10.1177/0092070394222001
State	Published - Mar 1994

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abstract = "Customer loyalty is viewed as the strength of the relationship between an individual's relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Implications for research and for the management of loyalty are derived.",

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AB - Customer loyalty is viewed as the strength of the relationship between an individual's relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Implications for research and for the management of loyalty are derived.

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Customer loyalty: Toward an integrated conceptual framework

Abstract

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