The antecedents of customer loyalty
Yükleniyor...
Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Peter Lang AG
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Without a loyal customer base, a business has a significantly less probability of achieving in today's competitive environment. Being aware of the cold fact, businesses try to foster sustainable relationships with their customers and turn them into a loyal clientele. They heavily invest in loyalty programs to retain their customers. Those companies hoping to create customer loyalty in today's global market need to be aware that there are antecedents to customer loyalty. Customers do not suddenly become loyal to a company. Several critical factors need to be in place before committing themselves whole-heartedly to one product, service, brand or company. Research has revealed that perceived value, self-congruity, customer participation, customer brand identification, emotional commitment, customer satisfaction and brand trust must all be present to some degree for the customer's response to be loyal to that brand. Research also shows that companies that take this process seriously have a greater chance of generating a loyal customer base.
Açıklama
Anahtar Kelimeler
Brand Trust, Customer Brand Identification, Customer Loyalty, Customer Participation, Customer Satisfaction, Emotional Commitment, Self-Congruity
Kaynak
Contemporary Issues with Multidisciplinary Perspectives on Social Science
WoS Q Değeri
Scopus Q Değeri
N/A
Cilt
Sayı
Künye
Tavsan N. & Duran C. (2021). The antecedents of customer loyalty. Contemporary Issues with Multidisciplinary Perspectives on Social Science (211-220).
