DOI: 10.5176/2010-4804_2.1.154
Authors: Lim Chow Yeng and 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 findings of the study reveal that the relationship between attitudinal and behavioral are congruent and have a positive interaction. Hence, the deployment of both attitudinal and behavioral aspects has a higher degree of accuracy in obtaining customer loyalty.
Keywords: attitudinal and behavioral, customer loyalty, Oliver’s Four-Stage Loyalty Model, Malaysian retailing.
Updating...