Creating Ultimate Customer Loyalty Through Loyalty Conviction and Customer-Company Identification

Jeremy S. Wolter, Dora Bock, Jeffery S. Smith and J. Joseph Cronin

Journal of Retailing, 2017, vol. 93, issue 4, 458-476

Abstract: Why do customers’ attitudinal loyalty fail to predict their behavior? More importantly, what creates such latent loyalty? We attempt to answer these questions by examining the antecedents and outcomes of loyalty conviction, which represents the inherent strength/uncertainty in a customer’s attitudinal loyalty. For deep attitudinal loyalty (i.e., conative loyalty), the findings suggest that customer satisfaction creates loyalty held without conviction. In contrast, customer-company identification creates loyalty held with conviction. Importantly, attitudinal loyalty without conviction loses its ability to predict behavior when situational and competitive barriers are present whereas loyalty with conviction maintains a predictive relationship with behavior despite the same barriers.

Keywords: Customer-company identification; Satisfaction; Loyalty; Conviction; Uncertainty; JUMP model (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:93:y:2017:i:4:p:458-476

DOI: 10.1016/j.jretai.2017.08.004

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