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Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness

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  • Aksoy, Lerzan
  • Keiningham, Timothy L.
  • Buoye, Alexander
  • Larivière, Bart
  • Williams, Luke
  • Wilson, Ian

Abstract

Researchers hypothesize that loyalty is essentially isomorphic across domains, and it positively linked to happiness. Based on an extensive review, this research proposes a universal definition of loyalty that is applicable across domains. Additionally, this study investigates whether consumer loyalty is reflective of our loyalties across other life domains. Using data from 1202 consumers from the USA and 531 from the UK, this research examines loyalty across six domains: family, friends, colleagues, consumer, community, and faith and its relationship to happiness. The results indicate that loyalties fall into two groups: “concrete” (tied to individuals) and “abstract” (tied to higher order abstractions). Consumer loyalty is found to group with concrete loyalties. Both loyalties are correlated to happiness, but concrete loyalties are much more strongly correlated. This lends support to the idea that firms can meaningfully enhance individual happiness and promote societal well-being by creating environments that engender consumer loyalty.

Suggested Citation

  • Aksoy, Lerzan & Keiningham, Timothy L. & Buoye, Alexander & Larivière, Bart & Williams, Luke & Wilson, Ian, 2015. "Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness," Journal of Business Research, Elsevier, vol. 68(12), pages 2464-2476.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:12:p:2464-2476
    DOI: 10.1016/j.jbusres.2015.06.033
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    5. Shimul, Anwar Sadat & Phau, Ian, 2018. "Consumer advocacy for luxury brands," Australasian marketing journal, Elsevier, vol. 26(3), pages 264-271.
    6. Agarwal, Reeti & Mehrotra, Ankit & Misra, Dheeraj, 2022. "Customer happiness as a function of perceived loyalty program benefits - A quantile regression approach," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
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    9. Mittelstaedt, John D. & Kilbourne, William E. & Shultz, Clifford J., 2015. "Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars," Journal of Business Research, Elsevier, vol. 68(12), pages 2513-2516.
    10. Stoeckl, Verena E. & Luedicke, Marius K., 2015. "Doing well while doing good? An integrative review of marketing criticism and response," Journal of Business Research, Elsevier, vol. 68(12), pages 2452-2463.
    11. de Waal Malefyt, Timothy, 2015. "Relationship advertising: How advertising can enhance social bonds," Journal of Business Research, Elsevier, vol. 68(12), pages 2494-2502.
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