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  • Understanding loyalty from a customer's perspective

    Author(s)
    Siemieniako, Dariusz
    Rundle-Thiele, Sharyn
    Urban, Wieslaw
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2010
    Metadata
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    Abstract
    Today's marketers are still faced with the challenge of winning loyal customers despite over 90 years of research. Few attempts have been made to understand loyalty from a customer viewpoint. This paper outlines a research approach that was used to analyse content descriptions of loyalty. Over 280 respondents from five countries were asked to write down everything that came to mind for the word loyalty. Leximancer, a content analysis tool, identified the objects that people can be loyal to including family, friends, employees, companies, brands and products. The customer viewpoint approach employed in this research also ...
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    Today's marketers are still faced with the challenge of winning loyal customers despite over 90 years of research. Few attempts have been made to understand loyalty from a customer viewpoint. This paper outlines a research approach that was used to analyse content descriptions of loyalty. Over 280 respondents from five countries were asked to write down everything that came to mind for the word loyalty. Leximancer, a content analysis tool, identified the objects that people can be loyal to including family, friends, employees, companies, brands and products. The customer viewpoint approach employed in this research also enabled us to confirm that factors such as trust are required for loyalty formation. This research proposes that the theoretical bases underpinning loyalty research require further development by academics. The results of this research indicate that loyalty theories must clearly emphasise the multiple foci, the requisite condition of trust and the dynamic, relational aspect of loyalty.
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    Journal Title
    Journal of Customer Behaviour
    Volume
    9
    Issue
    3
    DOI
    https://doi.org/10.1362/147539210X533197
    Subject
    Marketing Management (incl. Strategy and Customer Relations)
    Marketing
    Publication URI
    http://hdl.handle.net/10072/36543
    Collection
    • Journal articles

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