Measurement of Customer Loyalty Towards Service Providers: a Conceptual Framework
the author of the article can submit here a request for assignment of a DOI number to this resource!
Cost of the service: euros 10,00 (for a DOI)
The increasing turbulence of business environment and the demand to gain a long-term competitive advantage has incited the research of the relevant issue concerning customer loyalty in the context of services sector. In order to formulate the conceptual framework of objective measurement of customer loyalty to service providers the dimensions of customer loyalty have been analyzed; suggestions to apply behavioral loyalty dimension that is considered to be sufficiently objective, practical and informative were made. The measurement of customer loyalty through the components of this concept, i.e. frequency of purchases and value of purchases, is seen as universal in the aspect of data accessibility. Considering the situations of the accessibility of the data concerning the customers' purchases frequency and value of purchases, the following alternatives of the measurement of customer loyalty in the context of services were suggested: 1) the statistical data; 2) the data of marketing researches / analogy; 2) the assessment of loyalty drivers / questionnaire survey. The provided sequence of the measurement of customer loyalty to service providers is as follows: the estimation of the significance of loyalty components, the definition of the time period of loyalty measurement, the identification of loyalty drivers.
Copyright © 2014 Praise Worthy Prize - All rights reserved.
J. Titko, N. Lace, Bank Value: Comparing Customer and Employee Perceptions, Business, Management and Education, vol. 10 n. 1, 2012, pp. 66 – 76.
E.S. Assefa, The Effects of Justice Oriented Service Recovery on Customer Satisfaction and Loyalty in Retail Banks in Ethiopia, Emerging Markets Journal, vol. 4 n. 1, 2014, pp. 49–58.
R.R.G. Javalgi, C.R. Moberg, Service Loyalty: Implications for Service Providers, The Journal of Services Marketing, vol. 11 n. 3, 1997, pp. 165 – 179.
M. Lee, L.F. Cunningham, A Cost/Benefit Approach to Understanding Service Loyalty, Journal of Services Marketing vol. 15 n. 2, 2001, pp. 113 – 130.
A. Wong, A. Sohal, Service Quality and Customer Loyalty Perspectives on Two Levels of Retail Relationships, Journal of Services Marketing, vol. 17 n. 5, 2003, pp. 495 – 513.
P. Guenzi, O. Pelloni, The Impact of Interpersonal Relationships on Customer Satisfaction and Loyalty to the Service Provider, International Journal of Service, vol. 15 n. 4, 2004, pp. 365 – 384.
S.J. Bell, A.B. Eisingerich, The Paradox of Customer Education, European Journal of Marketing, vol. 41 n. 5/6, 2007, pp. 466 – 486.
D. Consuegra, A. Molina, A. Esteban, An Integrated Model of Price, Satisfaction and Loyalty: an Empirical Analysis in Service Sector, Journal of Product & Brand management, vol. 16 n. 7, 2007, pp. 459 – 468.
L.C. Harris, C. Ezeh, Servicescape and Loyalty Intentions: an Empirical Investigation, European Journal of Marketing, vol. 42 n. 3/4, 2008, pp. 390 – 422.
A. Pantouvakis, K. Lymperopoulos, Customer Satisfaction and Loyalty in the Eyes of New and Repeat Customers, Marketing Service Quality, vol. 18 n. 6, 2008, pp. 623 – 643.
R. Trasorras, A. Weinstein, R. Abratt, Value, Satisfaction, Loyalty and Retention in Professional Services, Marketing Intelligence & Planning, vol. 27 n. 5, 2009, pp. 615 – 632.
P.S. Coelho, J. Henseler, Creating Customer Loyalty Through Service Customization, European Journal of Marketing, vol. 46 n. 3/4, 2012, pp. 331 – 356.
B. Čater, V. Žabkar, T. Čater, Commitment in Marketing Research Services: Two Alternative Models, Journal of Business Economics and Management, vol. 12 n. 4, 2011, pp. 603 – 628.
R.L. Oliver, Whence Consumer Loyalty? Journal of Marketing, vol. 63, 1999, pp. 33 – 44.
N.A. Omar, S.S. Alam, N.A. Aziz, M.A. Nazri, Retail Loyalty Programs in Malaysia: the Relationship of Equity, Value, Satisfaction, Trust, and Loyalty among Cardholders, Journal of Business Economics and Management, vol. 12 n. 2, 2011, pp. 332 – 352.
S.K. Chadha, D. Kapoor, Effect of switching cost, service quality and customer satisfaction on customer loyalty of cellular service providers in Indian market, The Icfai University Journal of Marketing Management, vol. 8 n. 1, 2009, pp. 23 – 37.
J. Jacoby, R. Chestnut, Brand Loyalty Measurement and Management (John Wiley&Sons, 1978).
S. Worthington, R. Russell-Bennett, C. Hartel, A Tri-dimensional Approach for Auditing Brand Loyalty, Brand Management, vol. 17 n. 4, 2010, pp. 243–253.
N.S. Terblanche, C. Boshoff, C. Quality, Value, Satisfaction and Loyalty Among Race Groups: a Study of Customers in the South African Fast Food Industry, South African Journal of Business Management, vol. 41 n. 1, 2010, pp. 1 – 9.
A. Dick, K. Basu, K., Customer Loyalty: Towards an Integrated Framework, Journal of Academy of Marketing science, vol. 22, 1994, pp. 99 – 113.
S. Hart, A. Smith, L. Sparks, N. Tzokas, Are Loyalty Schemes a Manifestation of Relationship Marketing? Journal of Marketing Management, vol. 15, 1999, pp. 541 – 562.
S. Rundle-Thiele, M.M. Mackay, Assessing the Performance of Brand Loyalty Measures, Journal of Services Marketing, vol. 15 n. 7, 2001, pp. 529 – 546.
J. Jacoby, D. B. Kyner, Brand Loyalty vs. Repeat Purchasing Behaviour, Journal of Marketing Research, vol. 10, 1973, pp. 1–9.
R. East, K. Hammond, P. Harris, W. Lomax, First-store Loyalty and Retention, Journal of Marketing Management vol. 16, 2000, pp. 307 – 325.
D. L. Duffy, Internal and External Factors which Affect Customer Loyalty, Journal of Consumer Marketing, vol. 20 n. 5, 2003, pp. 480 – 485.
M.D. Uncles, G.R. Dowling, K. Hammond, Customer Loyalty and Customer Loyalty Programs, Journal of Consumer Marketing, vol. 20 n. 4, 2003, pp. 294 – 316.
O. A. Mascarengas, R.K.M. Bernacchi, Lasting Customer Loyalty: a Total Customer Experience Approach, Journal of Consumer Marketing, vol. 23 n. 7, 2006, pp. 397 – 405.
C.C. Yang, P.S. Chen, Y.H. Chien, Customer Expertise, Affective Commitment, Customer Participation, and Loyalty in B&B Services, International Journal of Organizational Innovation, vol. 6 n. 4, 2014, pp. 174 – 183.
S.O. Olsen, Repurchase Loyalty: the Role of Involvement and Satisfaction, Psychology & Marketing, vol. 24 n. 4, 2007, pp. 315 – 341.
A.Y. Toyese, Customer Relationship Management and Customer Loyalty in Nigerian Telecommunication Industry, Journal of Business & Retail Management research, vol. 8 n. 2, 2014, pp. 1 – 7.
D. Sirdeshmukh, J. Singh, B. Sabol, Consumer Trust, Value, and Loyalty in Relational Exchanges, Journal of Marketing, vol. 66 n. 1, 2002, 15 – 37.
N. Nanda, S.J. Kuruvilla, B.V.R. Murty, Role of Service Innovation in Customer Satisfaction and Customer Loyalty: a Study on Organized Retail in India, International Journal of Business Insights & Transformation, vol. 6 n. 2, 2013, pp. 53 – 63.
L.I. Darson, C. Junaedi, An Examination of Perceived Quality, Satisfaction, and Loyalty Relationship, Gadjah Mada International Journal of Business, vol. 8 n. 3, 2006, pp. 323 – 342.
L. O‘Malley, Can Loyalty Schemes Really Build Loyalty? Marketing Intelligence & Planning, vol. 16 n. 1, 1998, pp. 47 – 55.
G. Prayag, Paradise for Who? Segmenting Visitors‘ Satisfaction with Cognitive Image and Predicting Behavioural Loyalty, International Journal of Tourism Research, vol. 14, 2012, pp. 1 – 15.
L. Casalo, C. Flavian, M. Guinaliu, The Impact of Participation in Virtual Brand Communities on Consumer Trust and Loyalty. The Case of Free Software, Online Information Review, vol. 31 n. 6, 2007, pp. 775 – 792.
H.H. Tuu, S.O. Olsen, Nonlinear Effects Between Satisfaction and Loyalty: an Empirical Study of Different Conceptual Relationships, Journal of Targeting, Measurement and Analysis for Marketing, vol. 18 n. 3/4, 2010, pp. 239 – 251.
P.V. Kenhove, K.D. Wulf, S. Steenhaut, The Relationship Between Consumers‘ Unethical Behavior and Customer Loyalty in a Retail Environment, Journal of Business Ethics, vol. 44, 2003, pp. 261 – 278.
P. Chao, Exploring the Nature of the Relationships Between Service Quality and Customer Loyalty: an Attribute-level Analysis, The Service Industries Journal, vol. 28 n. 1, 2008, pp. 95 – 116.
N. A. Omar, R. Musa, M. A. Nazri, Program Perceived Value and Program Satisfaction Influences on Store Loyalty, Gadjah Mada International Journal of Business, vol. 9 n. 3, 2007, pp. 345 – 368.
W. Reinartz, J.S. Thomas, G. Bascoul, Investigating Cross-buying and Customer Loyalty, Journal of Interactive Marketing, vol. 22 n. 1, 2008, pp. 5 – 20.
T. Elrod, A Management Science Assessment of a Behavioral Measure of Brand Loyalty, Advances in Consumer Research, vol. 15, 1988, pp. 481 – 486.
S. Kabiraj, J. Shanmugan, Development of a Conceptual Framework for Brand Loyalty: a Euro-mediterranean Perspective, Brand Management, vol. 18 n. 4/5, 2011, pp. 285 – 299.
B.M. Khan, Consumers and Their Brands: Deciphering Dimensions of Loyalty, International Journal of Business Insights & Transformation, vol. 2 n. 1, 2009, pp. 84–92.
M.D. Uncles, C. Wang, S. Kwok, A Temporal Analysis of Behavioral Brand Loyalty Among Urban Chinese Consumers, Journal of Marketing Management, vol. 26 n. 9–10, 2010, pp. 921 – 942.
C.J. Liang, W.H. Wang, Do Loyal and More Involved Customers Reciprocate Retailer‘s Relationship Efforts? Journal of Services Research, vol. 8 n. 1, 2008, pp. 63 – 90.
J.S. Chiou, C. Droge, Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework, Journal of the Academy of Marketing Science, vol. 34m n. 4, 2006, pp. 613 – 627.
Y.C. Chen, Y.C. Shen, S. Liao, An Integrated Model of Customer Loyalty: an Empirical Examination in Retailing Practice, The Services Industries Journal, vol. 29 n. 3, 2009, pp. 267 – 280.
T. Leingpibul, T. Susil, B.S. Allen, R.H. Ross, Loyalty‘s Influence on the Consumer Satisfaction and (Re)purchase Behavior Relationship, Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, vol. 22, 2009, pp. 36 – 53.
R. Biscaia, A. Correia, A.F. Rosado, S.D. Ross, J. Maroco, Sport Sponsorship: the Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intensions, Journal of Sport Management, vol. 27, 2013, pp. 288 – 302.
M.H. Hosseini, V.S. Hosseini, The Impact of Co-production on Customer Loyalty in Banking Services: a Case of Saman Bank, Iranian Journal of Management Studies, vol. 6 n. 2, 2013, pp. 105 – 129.
E. Sivadas, J.L. Baker-Prewitt, An Examination of the Relationship Between Service Quality, Customer Satisfaction, and Store Loyalty, International Journal of Retail & Distribution Management, vol. 28 n. 2, 2000, pp. 73 – 82.
K. De Wulf, G. Odekerken-Schroder, M. H. Canniere, What Drives Consumer Participation to Loyalty Programs? A Conjoint Analytical Approach, Journal of relationship marketing, vol. 2 n. 1/2, 2003, pp. 69 – 83.
R.E. Anderson, S.S. Srinivasan, E-satisfaction and E-loyalty: a Contingency Framework, Psychology & Marketing, vol. 20 n. 2, 2003, pp. 123–138.
T.L. Keiningham, The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Customer Retention, Recommendation, and Share-of-wallet, Managing Service Quality, vol. 17 n. 4, 2007, pp. 361 – 384.
Y. Liu, The Long-term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty, Journal of Marketing, vol. 71 n. 11, 2007, pp. 19 – 35.
L. Meyer-Waarden, The Influence of Loyalty Programme Membership on Customer Purchase Behavior, European Journal of Marketing, vol. 42 n. 1/2, 2008, pp. 87 – 114.
E. Naumann, P. Williams, M.S. Khan, Customer Satisfaction and Loyalty in B2B Services: Directions for Future Research, The Marketing Review, vol. 9 n. 4, 2009, pp. 319 – 333.
A.M. Corsi, C. Rungie, L. Casini, Is the Polarization Index a Valid Measure of Loyalty for Evaluating Changes Over Time? Journal of Product & Brand Management, vol. 20 n. 2, 2011, pp. 111 – 120.
J. Carlson, A. O’Cass, Optimizing the Online Channel in Professional Sport to Create Trusting and Loyal Customers: the Role of the Professional Sports Team Brand and Service Quality, Journal of Sport Management, vol. 26, 2012, pp. 463 – 478.
R.R. Dholakia, M. Zhao, N. Dholakia, Multichannel Retailing: a Case Study of Early Experiences, Journal of Interactive Marketing, vol. 19 n. 2, 2005, pp. 63 – 74.
K. Matzler, J. Fuller, R. Faullant, Customer Satisfaction and Loyalty to Alpine Ski Resorts: the Moderating Effect of Lifestyle, Spending and Customers‘ Skiing Skills, International Journal of Tourism Research, vol. 9, 2007, pp. 409 – 421.
Y. Liu, R. Yang, Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability, Journal of Marketing, vol. 73, 2009, pp. 93 – 108.
A.W. Allaway, R.M. Gooner, D. Berkowitz, L. Davis, Deriving and Exploring Behavior Segments Within a Retail Loyalty Card Program, European Journal of Marketing, vol. 40 n. 11/12, 2006, pp. 1317 – 1339.
S.C. Che, P.G. Quester, Modeling Store Loyalty: Perceived Value in Market Orientation Practice, Journal of Services Marketing, vol. 20 n. 3, 2006, pp. 188 – 198.
G. Bodet, I. Bernache-Assolant, I. Consumer Loyalty in Sport Spectatorship Services: the Relationships with Consumer Satisfaction and Team Identification, Psychology & Marketing, vol. 28 n. 8, 2011, pp. 781 – 802.
M. Liu, J. Brock, R. Singh, R. Chu, J. Sy-Changco, What Drives Indian Consumer Credit Card Loyalty? The Perspective of Involvement in Reward Programmes, International Review of Retail, Distribution & Consumer Research, vol. 4, 2012, pp. 365 – 383.
C.C. Bee, M. E. Havitz, Exploring the Relationship Between Involvement, Fan Attraction, Psychological Commitment and Behavioral Loyalty in a Sports Spectator Context, International Journal of Sports Marketing & sponsorship, vol. 11, 2010, pp. 140 – 157.
M. Rafiq, H. Fulford, Loyalty Transfer from Offline to Online Stores in the UK Grocery Industry, International Journal of Retail & Distribution Management, vol. 33 n. 6, 2005, pp. 444 – 460.
J. Rowley, The Four Cs of Customer Loyalty, Marketing Intelligence & Planning vol. 23 n. 6, 2005, pp. 574 – 581.
S.D. Knox, T.J. Denison, Store Loyalty: its Impact on Retail Revenue. An Empirical Study of Purchasing Behavior in the UK, Journal of Retailing and Consumer Services, vol. 7, 2000, pp. 33 – 45.
- There are currently no refbacks.
Please send any question about this web site to firstname.lastname@example.org
Copyright © 2005-2020 Praise Worthy Prize