Elaborating customer loyalty: exploring loyalty to wine retailers
Author(s)
Rundle-Thiele, S
Griffith University Author(s)
Year published
2005
Metadata
Show full item recordAbstract
The measurement of loyalty remains unsatisfactory because the pre-cursors, dimensions and outcomes are not yet agreed upon in the literature. The objective of this study is to summarize loyalty dimensions that have been used previously and to test a consolidated measure of loyalty in a retail context. A multi-dimensional view of a customer's loyalty is important for marketers because it will help marketers to develop and reinforce actions that maintain loyalty, based on the types actually exhibited. This paper provides an insight into how a multi-dimensional view can better explain how and why customers are loyal, providing ...
View more >The measurement of loyalty remains unsatisfactory because the pre-cursors, dimensions and outcomes are not yet agreed upon in the literature. The objective of this study is to summarize loyalty dimensions that have been used previously and to test a consolidated measure of loyalty in a retail context. A multi-dimensional view of a customer's loyalty is important for marketers because it will help marketers to develop and reinforce actions that maintain loyalty, based on the types actually exhibited. This paper provides an insight into how a multi-dimensional view can better explain how and why customers are loyal, providing more direction to retail marketers for improving loyalty levels and hence profits.
View less >
View more >The measurement of loyalty remains unsatisfactory because the pre-cursors, dimensions and outcomes are not yet agreed upon in the literature. The objective of this study is to summarize loyalty dimensions that have been used previously and to test a consolidated measure of loyalty in a retail context. A multi-dimensional view of a customer's loyalty is important for marketers because it will help marketers to develop and reinforce actions that maintain loyalty, based on the types actually exhibited. This paper provides an insight into how a multi-dimensional view can better explain how and why customers are loyal, providing more direction to retail marketers for improving loyalty levels and hence profits.
View less >
Journal Title
Journal of Retailing and Consumer Services
Volume
12
Subject
Marketing
Tourism