A Technique that links Investor Loyalty to Customer Loyalty

Abstract

This paper focuses upon the development of a reliable and valid yet practical technique to identify the factors that link investor loyalty to customer loyalty Whilst there has been considerable focus on the subject, a number of researchers have commented that in order for more empirical work to be carried out, practical techniques are required to test those factors or constructs that link investor and customer loyalty; and more importantly, to use them in the field. This article gives an overview on the importance of identifying the factors that motivate investor loyalty and customer loyalty The role of motivation and behavior in the prediction of an investor’s loyalty to an individual „stock or equity or share“ was investigated. Investor loyalty was defined as a customer’s level of attachment to and exclusive holding of a „stock or equity or share“. The paper then concludes with some reflections on what such a technique should cover in order to assess and manage investor loyalty.