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dc.contributor.authorRundle-Thiele, S
dc.contributor.authorMaio Mackay, M
dc.contributor.editorCharles L. Martin
dc.date.accessioned2006-07-28
dc.date.accessioned2014-04-14T23:27:06Z
dc.date.accessioned2017-03-02T00:01:11Z
dc.date.available2017-03-02T00:01:11Z
dc.date.issued2001
dc.date.modified2014-04-14T23:27:06Z
dc.identifier.issn0887-6045
dc.identifier.doi10.1108/EUM0000000006210
dc.identifier.urihttp://hdl.handle.net/10072/58363
dc.description.abstractThere has long been a requirement for researchers to relate different loyalty measures in one paper and to compare measures across markets. Explores the performance of a number of loyalty measures in two service markets, namely a telecommunications market, and a credit card market. Also explores the performance of a number of measures across market types. The results indicate that all eight measures can be considered as indicators of brand loyalty in service markets. Two distinct concepts of loyalty were apparent in the telecommunications market. A third possible concept, termed differentiation loyalty, was also evident in the analysis conducted. This suggests that distinguishing between concepts does matter, specifically in service markets where a decrease in behavioral loyalty results in a customer defection. There is no difference in the performance of brand loyalty measures in service markets when compared with a repeat-purchase market.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.publisherEmerald Group Publishing Limited
dc.publisher.placeBradford, England
dc.relation.ispartofpagefrom529
dc.relation.ispartofpageto546
dc.relation.ispartofissue7
dc.relation.ispartofjournalJournal of Services Marketing
dc.relation.ispartofvolume15
dc.subject.fieldofresearchCommercial services
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchcode3504
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode3508
dc.titleAssessing the performance of brand loyalty measures
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codec1x
gro.facultyGriffith Business School
gro.date.issued2001
gro.hasfulltextNo Full Text
gro.griffith.authorRundle-Thiele, Sharyn


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