“Loyalty” has received numerous definitions ranging from the simple “repurchase behavior” to the more complex perspective proposed by Oliver (1997:392) loyalty is “a deeply held psychological commitment to repurchase a product or repatronize a service in the future”.
The basic logic is that satisfied customers will not only exhibit intentions to re-buy the product but also act accordingly generating long-term cash-flow.
Becoming loyal is not an instant consequence of a purchase, it is actually a lengthy process marked by stages:
The basic logic is that satisfied customers will not only exhibit intentions to re-buy the product but also act accordingly generating long-term cash-flow.
Becoming loyal is not an instant consequence of a purchase, it is actually a lengthy process marked by stages:
Adapted from Oliver (1999) WHENCE CONSUMER LOYALTY
