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Study Of Customers’ Loyalty: Dimensions And Facets

Author

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  • Claudia BOBALCA

    (University Al. I. Cuza, Iasi, Romania)

Abstract

The purpose of this study is to identify the main aspects investigated in the study of customer loyalty regarding different dimensions and facets of loyalty. Analyzing the academic literature on this subject, we identified two main directions: (a) the approachings of loyalty on its dimensions (one, two or four dimensions); (b) the approachings of loyalty on its facets (effects). The main facets of loyalty are repatronage intentions, word-of-mouth intentions and buying frequency. Our approach is a theoretical one and we used documentary research. Identifying and analyzing the dimensions and facets of loyalty are important stages for any loyalty program that a company should implement, regardless of its field of activity.

Suggested Citation

  • Claudia BOBALCA, 2013. "Study Of Customers’ Loyalty: Dimensions And Facets," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 104-114, May.
    • Handle: RePEc:aio:manmar:v:xi:y:2013:i:1:p:104-114
    as

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    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    2. Andres Kuusik, 2007. "Affecting Customer Loyalty: Do Different Factors Have Various Influences In Different Loyalty Levels?," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 58, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    cognitive loyalty; affective loyalty; conative loyalty; action loyalty;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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