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.
His research interests include consumer decision making, information processing, and consumer loyalty. He has published in the Journal of Consumer Research and Advances in Consumer Research.
His research interests are consumer information processing, persuasion cues in advertising, and international marketing. His articles have appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, and Canadian Journal of Administrative Sciences as well as in a number of conference proceedings.
Alan S. Dick, Kunal Basu
Journal of the Academy of Marketing Science
Volume 22, Number 2 / March, 1994, pp. 99-113
