DOI: 10.5176/2251-2098_EMG27

Authors: Lim Chow Yeng, Nik Kamariah Nik Mat

Abstract: Corporate executives are interested to know the driving forces of customer loyalty because they enhance a company’s competitiveness. Despite the importance of customer loyalty, there is still a lack of comprehensive work to explain how customer loyalty is developed from attitude-behavior perspective. The objective of this study is to determine whether customer loyalty in Malaysian retail-shopping setting evolves in stages. The research employs Oliver’s Four-Stage Loyalty Model as the framework, which is based on attitudinal and behavioral aspects. The findings of the study reveal that the relationships between the four stages in Oliver’s model are positive and significant. The study concludes that the Malaysian hypermarket’s customer loyalty level is evolving in stages. Hence, the establishment of attitude-behavior relationship has a great meaning to the retailers due to its predictive power, particularly in marketing strategy formulation.

Keywords: customer loyalty; Oliver’s Four-Stage Loyalty Model; attitudinal and behavioral; Malaysian retailing.

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