Measuring Consumer Loyalty : the loyalty orientation scale
Data(s) |
2002
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Resumo |
Reflecting its importance to thc financial success of organisations, interest in consumer loyalty continues unabated. However, there are still many unanswered questions about its conceptualisation and measurement.These questions must he resolved before academics and practitioners can usefully apply the concept. We argue that consumer loyalty is best conceptualised as a multi-dimensional phenomenon. Based on this multi-dimensional view, we develop and test a new measure of consumer loyalty. We hypothesise a threedimensional structure containing affective, temporal and instrumental dimensions, Results from a preliminary test are reported. The results indicate that the construct can be reprcxeuted with two dimensions: affective and temporal loyally. As an additional check on the reliability of our results, we find significant correlations between these two dimensions and a measure of behavioural loyalty. |
Formato |
application/pdf |
Identificador | |
Publicador |
European Marketing Academy |
Relação |
http://eprints.qut.edu.au/26015/2/26015.pdf http://www.emac-online.org/r/default.asp?iId=IIFKL Beatson, Amanda & Coote, Leonard V. (2002) Measuring Consumer Loyalty : the loyalty orientation scale. In European Marketing Academy Conference, 28-31 May, 2002, Braga, Portugal. |
Direitos |
Copyright 2002 Please consult author |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150503 Marketing Management (incl. Strategy and Customer Relations) #consumer loyalty |
Tipo |
Conference Paper |