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A Link Between Attitudinal and Behavioral Loyalty of Service Customers

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  • Shivani Saini
  • Jagwinder Singh

Abstract

Past research works in the area of customer loyalty are insufficient to provide clear understanding of linkage in attitudinal and behavioral loyalty. In order to explain this linkage, present research tests the relationship between two forms of customer loyalty: attitudinal and behavioral. The study employs survey methodology to collect the responses from 600 customers of health clinics, fitness centers, beauty salons, and convenience stores. The data were collected through a structured questionnaire with a series of statements based on a 7-point Likert scale. To examine the bilateral relationships, a non-recursive model was implemented using structural equation modeling in Amos 17.0 designed for data analytics. The results reveal that attitudinal loyalty drives behavioral loyalty, while behavioral to attitudinal loyalty has been insupportable across the sample collected from diverse service categories. The study provides insights about the design of marketing strategies in targeting customers’ attitudinal loyalty, so that positive behavioral responses can be obtained to sustain the growth and profitability. This research adds value to the growing body of literature on customer loyalty by identifying the relationships between two broad dimensions: attitudinal and behavioral. The study empirically substantiates that an attitude–behavior relationship is significant to achieve true customer loyalty.

Suggested Citation

  • Shivani Saini & Jagwinder Singh, 2020. "A Link Between Attitudinal and Behavioral Loyalty of Service Customers," Business Perspectives and Research, , vol. 8(2), pages 205-215, July.
    • Handle: RePEc:sae:busper:v:8:y:2020:i:2:p:205-215
    DOI: 10.1177/2278533719887452
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    References listed on IDEAS

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    1. Evanschitzky, Heiner & Iyer, Gopalkrishnan R. & Plassmann, Hilke & Niessing, Joerg & Meffert, Heribert, 2006. "The relative strength of affective commitment in securing loyalty in service relationships," Journal of Business Research, Elsevier, vol. 59(12), pages 1207-1213, November.
    2. Pan, Yue & Sheng, Simon & Xie, Frank T., 2012. "Antecedents of customer loyalty: An empirical synthesis and reexamination," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 150-158.
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    Cited by:

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    2. Qin Yang & Young-Chan Lee, 2022. "What Drives the Digital Customer Experience and Customer Loyalty in Mobile Short-Form Video Shopping? Evidence from Douyin (TikTok)," Sustainability, MDPI, vol. 14(17), pages 1-19, August.
    3. Pankaj Tiwari, 2022. "Bank affection and customer retention: an empirical investigation of customer trust, satisfaction, loyalty," SN Business & Economics, Springer, vol. 2(6), pages 1-27, June.
    4. Takumi Kato & Nobu Takenaka & Rie Ito & Kazuki Nishiguchi, 2023. "Selection versus scale: Loyalty indices for brand management," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 836-853, December.
    5. Pankaj Tiwari, 2023. "Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks," Public Organization Review, Springer, vol. 23(1), pages 59-78, March.

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