Literature review on Customer Loyalty Essay Example | Topics and Well Written Essays - 1500 words

Literature review on Customer Loyalty - Essay ExampleAccording to Oliver (1999), consumer the true and satisfaction are linked because satisfaction is an essential step in the formation of homage although it becomes little significant as loyalty undergoes other mechanisms. Oliver (1999) shows that although there are concerns on satisfaction, satisfaction propels loyalty illustrated by means of evaluation of various factors wish social norms and self-identity. The study evaluates the two frameworks and their variability on customer loyalty in order to understand the various factors that influence customer loyalty from the two perspectives.According to beam and Basu (1994), the core aim of marketing is often perceived in ground of development, maintenance, or even enhancement of customer loyalty toward products or services. In their approach, shaft and Basu consider various concepts regarding customer loyalty like attitude considerations and loyalty based on purchase. Therefor e, in their framework, Dick and Basu conceptualize loyalty in terms of relationship between relative attitude targeting an entity and the patronage behaviour. According to Dick and Basu (1994), attitude acts as an judgment function since it is associated with favourable behaviour even though having a favourable attitude toward a smear does not guarantee multiple purchases of the brand. Nevertheless, Dick and Basu (1994), show that low relative attitude accompanied by low repeat patronage indicates the lack of loyalty. However, relative attitude regarding loyalty suggests the possibility of attaining loyalty at both high and low levels of strength in attitude given that the consumers recognize significant differences among the competing brands.Dick and Basu (1994) indicate cognitive antecedents capable of propelling relative attitude in customer loyalty and they accept accessibility, confidence, centrality, and clarity. Accessibility refers to the ease of retrieving