The Evolution of Loyalty Intentions
Journal
Journal of Marketing
ISSN
0022-2429
ISSN-Digital
1547-7185
Type
journal article
Date Issued
2006-04-01
Author(s)
Abstract
The drivers of customer loyalty intentions are dynamic. What remains unclear is how these intentions evolve through the introduction and growth phases of a life cycle. Using a longitudinal study of cellular phone customers, the authors demonstrate that loyalty intentions are a function of perceived value early in the life cycle. Over time, more affective attitudes toward the brand and the relationship with the company come to mediate the effects of value on intentions. The results suggest that from the introduction to the growth stage of a life cycle, managers must adapt from improving value per se to measuring and managing relationships and brands directly.
Language
English
HSG Classification
not classified
Refereed
No
Publisher
Publications Group of the American Marketing Association
Publisher place
Chicago, Ill.
Volume
70
Number
2
Start page
122
End page
132
Pages
11
Subject(s)
Division(s)
Eprints ID
31155