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Curvilinear effects of consumer loyalty determinants in relational exchanges

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Contemporary marketing is converging on the principle that understanding and hopefully winning consumer loyalty is critical for a firm's long-term survival, innovativeness, and bottom-line returns. Despite this emerging consensus, the discipline remains divided on the nature of key loyalty determinants and the mechanisms by which they operate. This study takes an initial step toward bridging these divides by making three contributions. First, the authors develop and test a model that examines simultaneously the effects of multiple determinants, including satisfaction, trust, and value, on loyalty intentions. Second, the authors conceptualize a complex mechanism that involves curvilinear effects to model individual determinants of loyalty intentions. These curvilinear hypotheses are based on need, motivation, and social exchange theories. Third, the authors situate the study within ongoing relational exchanges in which consumers have established some level of relationship with service providers on the basis of an experience stream of prior episodes. They recognize that relational exchanges involve disparate substantive mechanisms and conceptual considerations..Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Consumer behavior Mathematical models Customer relations Loyalty studies
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data