Loyalty is a central concept in marketing and management domains and can be a crucial element in business success and sustainability. The concept of customer loyalty has become pervasive in many industries due to the formation of an increasingly competitive environment, with companies in the same industry competing to win the same group of customers. Although there is no universally accepted definition of customer loyalty, the literature agrees that it is a multidimensional construct, encompassing a set of attitudes, intentions, and behaviors that benefit a player over its competitors, translating into better performance. However, its measurement is often approached in a fuzzy manner. Findings in the literature point to significant challenges in conceptualizing and measuring key consumer-related constructs such as brand loyalty. In addition, a greater understanding of loyalty can benefit all business operations. This chapter examines previous reviews and relevant conceptual articles on loyalty, to summarize the key findings that have emerged over the years. The intent is to gain an overview of the available evidence, identifying the most significant contributions on the topic, with a focus on the conceptualization and measurement of loyalty.
An analysis of previous reviews on loyalty: conceptualizations, measurements, and implications [Chapter 4]
Generoso Branca;Andrea Ciacci
2024
Abstract
Loyalty is a central concept in marketing and management domains and can be a crucial element in business success and sustainability. The concept of customer loyalty has become pervasive in many industries due to the formation of an increasingly competitive environment, with companies in the same industry competing to win the same group of customers. Although there is no universally accepted definition of customer loyalty, the literature agrees that it is a multidimensional construct, encompassing a set of attitudes, intentions, and behaviors that benefit a player over its competitors, translating into better performance. However, its measurement is often approached in a fuzzy manner. Findings in the literature point to significant challenges in conceptualizing and measuring key consumer-related constructs such as brand loyalty. In addition, a greater understanding of loyalty can benefit all business operations. This chapter examines previous reviews and relevant conceptual articles on loyalty, to summarize the key findings that have emerged over the years. The intent is to gain an overview of the available evidence, identifying the most significant contributions on the topic, with a focus on the conceptualization and measurement of loyalty.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
