An integrated model of customer loyalty: An empirical examination in retailing practice

Yen Chun Chen, Yung Cheng Shen*, Shuling Liao

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

19 引文 斯高帕斯(Scopus)

摘要

Over the recent decade, practitioners have engaged in creating and maintaining longterm connections with customers and regard customer loyalty as their ultimate goal in developing business strategies because of the increasing market competition. In order to explore the effectiveness of activities designed to enhance customer loyalty, this research presents an integrated model that investigates the two-dimensional structure of the construct of customer loyalty, as well as the antecedents and the consequences of such loyalty. Using the retailing industry as the sample for data collection, the results of an empirical study show that customers' perceptions of outcome and environmental quality affect attitudinal loyalty, which in turn leads to greater behavioural loyalty. Furthermore, the distribution frequency of print advertisements is positively related to behavioural loyalty, which in turn leads to greater customer expenditure. However, surprisingly, sales promotion is not found to have an effect on behavioural loyalty. The implications of this study are discussed based on the empirical findings.

原文英語
頁(從 - 到)267-280
頁數14
期刊Service Industries Journal
29
發行號3
DOIs
出版狀態已發佈 - 2009
對外發佈

ASJC Scopus subject areas

  • 策略與管理
  • 技術與創新管理

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