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- Publisher
- Springer Journals
- Copyright
- Copyright © Academy of Marketing Science 1994
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1177/0092070394222001
- Publisher site
- See Article on Publisher Site
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.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Mar 1, 1994
Keywords: Switching Cost; Consumer Research; Customer Loyalty; Brand Loyalty; Store Loyalty