Journal of the Academy of Marketing Science

, Volume 22, Issue 2, pp 99–113

Customer loyalty: Toward an integrated conceptual framework

  • Alan S. Dick
  • Kunal Basu

DOI: 10.1177/0092070394222001

Cite this article as:
Dick, A.S. & Basu, K. JAMS (1994) 22: 99. doi:10.1177/0092070394222001


Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Implications for research and for the management of loyalty are derived.

Copyright information

© Academy of Marketing Science 1994

Authors and Affiliations

  • Alan S. Dick
    • 1
    • 2
  • Kunal Basu
    • 1
    • 3
  1. 1.University of FloridaUSA
  2. 2.the State University of New York at BuffaloUSA
  3. 3.McGill UniversityUSA

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