Customer loyalty: Toward an integrated conceptual framework

  title={Customer loyalty: Toward an integrated conceptual framework},
  author={Alan Dick and Kunal Kumar Basu},
  journal={Journal of the Academy of Marketing Science},
  • Alan Dick, K. Basu
  • Published 1 March 1994
  • Business
  • Journal of the Academy of Marketing Science
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. 

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