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Journal article

Customer Loyalty: Toward an Integrate Conceptual Framework

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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Publication date:
1994-01-01
URN:
uuid:83cb924d-2887-439f-ae76-295bd016d2f8
Local pid:
oai:eureka.sbs.ox.ac.uk:1971

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