Journal of the Academy of Marketing Science

, Volume 22, Issue 2, pp 99–113 | Cite as

Customer loyalty: Toward an integrated conceptual framework

  • Alan S. Dick
  • Kunal Basu


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.


Switching Cost Consumer Research Customer Loyalty Brand Loyalty Store Loyalty 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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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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