An Empirical Investigation of the Relationship between Three Types of Loyalty
نویسندگان
چکیده
This paper examines empirically the three concepts of loyalty that have been recently proposed in the literature: attitudinal loyalty, share loyalty, and differentiation loyalty. Measures of these concepts are compared at both aggregate (brand loyalty) and individual (customer loyalty) level. The findings support the view that each is indeed a separate concept, though each are, as hypothesised, related. The strongest individual level correlations are observed between attitudinal loyalty and purchase loyalty, supporting previous findings that attitudes are more strongly correlated with current/past behaviour than future behaviour.
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