The trajectory of customer loyalty: an empirical test of Dick and Basu’s loyalty framework

Volume: 45, Issue: 2, Pages: 229 - 250
Published: Sep 13, 2016
Abstract
The classic model of loyalty proposed by Dick and Basu (1994) assumes that customers can be naturally classified in four loyalty conditions. This model has been tested with cross-sectional data and measures of recalled or retrospective consumer loyalty. Therefore, these studies could not examine whether and why customers move across different loyalty conditions over time, and offer guidance to managers on how to shift customers to the more...
Paper Details
Title
The trajectory of customer loyalty: an empirical test of Dick and Basu’s loyalty framework
Published Date
Sep 13, 2016
Volume
45
Issue
2
Pages
229 - 250
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