Loyalty layers, expectations and the role of knowledge
Abstract
Purpose Adopting exchange theory and social orientation of loyalty, this research investigates the antecedents of customer loyalty consisting of (1) loyalty layers (i.e. personal loyalty, relationship with consumption communities and local network effects) and (2) loyalty expectations (i.e. service quality, reciprocity and firm innovativeness) and how these relationships are moderated by customer knowledge. Design/methodology/approach The data...
Paper Details
Title
Loyalty layers, expectations and the role of knowledge
Published Date
Sep 2, 2020
Volume
39
Issue
3
Pages
377 - 393
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