Evidence on customer loyalty relationships: An appraisal

Abstract

IntroductionOliver (1999), one of the most notable scholars in the area of customer loyalty, approached the conceptual domain of customer loyalty with a question -'Whence consumer loyalty?' This question unwrapped a number of research dimensions, the most important of which are to establish a universal conceptualisation of customer loyalty by discovering the factors responsible for customer loyalty formation and deciphering their precise relationship with it. The surfeit of attention that the construct of customer loyalty has After numerous studies underscoring the tremendous advantages of customer loyalty, as well as a variety of customer loyalty programmes implementing the actual practice across a horde of different industries, customer loyalty has emerged as a new age marketing tool that can turn around the profitability and growth metrics of a firm. Yet, the theoretical realm of customer loyalty is still deficient in terms of universally accepted conceptualisation and measurement of the construct. Taylor, Hunter and Longfellow (2006) noted a number of significant gaps in the understanding of customer loyalty and several other constructs of relationship marketing. Similarly, Brady et al. (2005) pointed towards a lack of knowledge about factors leading to customer loyalty and their relative importance, notwithstanding different studies examining the determinants of loyalty. Thus, the present study endeavours to explore the factors which may hold significance in relation to customer loyalty, and to investigate their roles in the process of customer loyalty formation by examining their relationships with it.

Linking Supply Chain Management Practices to Customer Relationship Management Objectives: A Proposed Framework

“…Customer loyalty was mainly seen as a double-fold term with the core aspects of repeat buying intentions and optimistic customer attitude. Customers may demonstrate their degree of loyalty by exhibiting a good outlook or by taking favorable acts or by actively assessing and seeking specific service that is worth adhering to the organization (Srivastava et al, 2012). Customer loyalty consists of three main attributes to demonstrate the level of customer loyalty which are preferences, patronage and premium towards the organization (Srivastava & Rai, 2018).…”