The Antecedents of Customer Loyalty : Attitudinal and Behavioral Perspectives Based on Oliver's Loyalty Model

Abstract

Customer loyalty is picking up significant enthusiasm from scholastics and business experts on the grounds that both are intrigued by knowing the main thrusts that enhance an organization's competitiveness. Regardless of the imperativeness of customer loyalty, there is still an absence of exhaustive work to investigate how a customer develops loyalty to a specific retailing outlet. The primary objective of this paper was to investigate the antecedents of customer loyalty from both attitudinal and behavioral points of view based on Oliver's Loyalty model.