Article2005

Exploring loyal qualities: assessing survey‐based loyalty measures

172 citations0/0 files storedJournal of Services Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification Customer churn and segmentation

Abstract

Purpose This paper sets out to provide a step towards simplifying and shortening loyalty surveys for marketers and to summarise and to categorise more than 30 survey‐based loyalty measures administered in previous academic surveys. Design/methodology/approach This research took a step back from theory to re‐define the concept of loyalty. An exploratory perspective using two service markets was taken to examine a broad range of survey‐based loyalty measures. Findings The results of this research provide support for the more recent view that there are different ways in which customers can be loyal. The results of this research suggest that attitudinal loyalty could be the most important dimension for marketers to monitor. The exploratory method selected in this research suggests that dimensions of loyalty may include propensity to be loyal, behavioural intentions, complaining behaviour, resistance to competing offers, attitudinal loyalty and behavioural loyalty. Practical implications There are important managerial implications arising from this research. First, loyalty should be considered as more than one thing. Second, this research has provided a step towards consolidating a wide range of survey‐based loyalty measures that exist in the academic literature, helping to simplify loyalty measurement for marketers. This research paper provides a guide of the better survey‐based measures by identifying “pure” measures of loyalty for marketers. Marketers will be able to better understand what type of loyalty a measure captures. Originality/value Valuable for marketers who can be helped to simplify and shorten their surveys by better understanding what type of loyalty a survey measure captures and which measures may be most appropriate for their needs.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 172 citations exist upstream.

References

1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.1977Estimating Nonresponse Bias in Mail Surveys 1996The Behavioral Consequences of Service Quality 1977Estimating Nonresponse Bias in Mail Surveys 1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2015A Beginner's Guide to Structural Equation Modeling

Cited by

2007Examining the Antecedents of Destination Loyalty in a Forest Setting 2017Understanding tourism loyalty: Horizontal vs. destination loyalty 2011Corporate image, loyalty, and commitment in the consumer travel industry 2015Towards a holistic sustainability index for measuring sustainability of manufacturing companies 2013Beyond loyalty: customer satisfaction, loyalty, and fortitude 2011Engaging the Student as a Customer: A Relationship Marketing Approach

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.