Conceptualizations, dimensions, and measurements of loyalty: a systematic literature review

The concept of loyalty plays a central role in marketing and management, representing a strategic lever for building long-term relationships with customers. However, despite companies' substantial investments, the results achieved by loyalty programs are not always satisfactory, due to divergent theoretical and managerial approaches. This chapter proposes a systematic literature review aimed at clarifying different conceptualizations and dimensions of loyalty, analyzing approaches to its measurement, and identifying key theories, contexts, and methodologies, considering 192 articles published between 1974 and 2024.