Customer Loyalty: Toward an Integrate Conceptual Framework

Dick, Alan and Basu, Kunal (1994) Customer Loyalty: Toward an Integrate Conceptual Framework. Journal of the Academy of Marketing Science, 22 (2). pp. 99-113.


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.

Item Type: Article
Keywords: Customer satisfaction; Customer loyalty; Consumer behavior; Customer relations; Social norms
Subject(s): Corporate reputation
Centre: Oxford University Centre for Corporate Reputation
Faculty of Marketing
Date Deposited: 31 Jan 2012 20:54
Last Modified: 23 Oct 2015 14:06

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