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Customer loyalty: Toward an integrated conceptual framework

Journal of the Academy of Marketing Science volume 22, pages 99–113 (1994)Cite this article

Abstract

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.

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Author information

Authors and Affiliations

  1. University of Florida, USA

    Alan S. Dick & Kunal Basu

  2. the State University of New York at Buffalo, USA

    Alan S. Dick

  3. McGill University, USA

    Kunal Basu

Authors
  1. Alan S. Dick
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  2. Kunal Basu
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Additional information

His research interests include consumer decision making, information processing, and consumer loyalty. He has published in theJournal of Consumer Research andAdvances in Consumer Research.

His research interests are consumer information processing, persuasion cues in advertising, and international marketing. His articles have appeared in theJournal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, andCanadian Journal of Administrative Sciences as well as in a number of conference proceedings.

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Dick, A.S., Basu, K. Customer loyalty: Toward an integrated conceptual framework. JAMS 22, 99–113 (1994). https://doi.org/10.1177/0092070394222001

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  • DOI: https://doi.org/10.1177/0092070394222001

Keywords

  • Switching Cost
  • Consumer Research
  • Customer Loyalty
  • Brand Loyalty
  • Store Loyalty