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

Authors

  •   Amresh Kumar Research Associate (Marketing), Research Development Center, Asia Pacific Institute of Management, New Delhi
  •   S. L. Gupta Dean and Professor, Waljat College of Applied Sciences (Birla Institute of Technology, International Centre), Muscat
  •   Nawal Kishor Former Director, School of Management Studies, Indira Gandhi National Open University, Maidan Garhi, New Delhi-110 068

DOI:

https://doi.org/10.17010/ijom/2016/v46/i3/88996

Keywords:

Customer Loyalty

, Indian Retail-Shopping, Store Image.

Paper Submission Date

, March 15, 2015, Paper sent back for Revision, September 1, Paper Acceptance Date, October 24, 2015.

Abstract

Purpose: 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.

Design/Methodology/Approach: The study setting is on retail-shopping in India, which concentrates on the departmental stores. The information was gathered from selected departmental stores within the National Capital Region (NCR), India. The instrument utilized as a part of the study was a self- administered survey. With respect to the factual examination, structural equation modeling was used to test the theory/hypothesis.

Findings: The study unveiled that the antecedents of cognitive loyalty are the components of store image. They are : store atmosphere, facilities, merchandise, service quality, and transparency in transaction. There are three strategic tools that rule the attitudinal perspective, in particular, store picture, customer satisfaction, and loyalty program. The study concluded that the Indian departmental stores' customer loyalty level is evolving in stages. Hence, the establishment of attitude-behavior relationship has a great meaning to the retailers due to its predictive power, particularly in marketing strategy formulation.

Originality/Value: In the Indian context, this is the first time customer loyalty has been studied from the perspective of Oliver's four stage loyalty model.

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Published

2016-03-01

How to Cite

Kumar, A., Gupta, S. L., & Kishor, N. (2016). The Antecedents of Customer Loyalty: Attitudinal and Behavioral Perspectives Based on Oliver’s Loyalty Model. Indian Journal of Marketing, 46(3), 31–53. https://doi.org/10.17010/ijom/2016/v46/i3/88996

Issue

Volume 46, Issue 3, March 2016

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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