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  • Elaborating customer loyalty: exploring loyalty to wine retailers

    Author(s)
    Rundle-Thiele, S
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2005
    Metadata
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    Abstract
    The measurement of loyalty remains unsatisfactory because the pre-cursors, dimensions and outcomes are not yet agreed upon in the literature. The objective of this study is to summarize loyalty dimensions that have been used previously and to test a consolidated measure of loyalty in a retail context. A multi-dimensional view of a customer's loyalty is important for marketers because it will help marketers to develop and reinforce actions that maintain loyalty, based on the types actually exhibited. This paper provides an insight into how a multi-dimensional view can better explain how and why customers are loyal, providing ...
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    The measurement of loyalty remains unsatisfactory because the pre-cursors, dimensions and outcomes are not yet agreed upon in the literature. The objective of this study is to summarize loyalty dimensions that have been used previously and to test a consolidated measure of loyalty in a retail context. A multi-dimensional view of a customer's loyalty is important for marketers because it will help marketers to develop and reinforce actions that maintain loyalty, based on the types actually exhibited. This paper provides an insight into how a multi-dimensional view can better explain how and why customers are loyal, providing more direction to retail marketers for improving loyalty levels and hence profits.
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    Journal Title
    Journal of Retailing and Consumer Services
    Volume
    12
    DOI
    https://doi.org/10.1016/j.jretconser.2004.11.002
    Subject
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/4635
    Collection
    • Journal articles

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