Text
Curvilinear effects of consumer loyalty determinants in relational exchanges
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
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 |