Identifying the key issues for measuring loyalty

Bennett, Rebekah & Bove, Liliana (2002) Identifying the key issues for measuring loyalty. Australasian Journal of Market Research, 9(2), pp. 27-44.

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Abstract

In the past researchers have chosen to measure loyalty using purely behavioural or attitudinal measures or attitude-behaviour combinations. The authors recommend that both attitudinal and behavioural loyalty should be measured to gain an appreciation of the loyalty make-up of the firm's customer base. Knowing the proportion of each type of loyalty is important as customer reactions to marketing efforts will differ depending on the factors underlying consistent purchase behaviour.

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ID Code:	10634
Item Type:	Journal Article
Keywords:	Rebekah Russell-Bennett
Divisions:	Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner:	Copyright 2002 (please consult author)
Deposited On:	12 Nov 2007
Last Modified:	10 Aug 2011 23:19

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