A customer loyalty model for services based on a continuing relationship with the provider


Abstract


En
In the present paper we propose a standard model for customer loyalty evaluation of services based on a continuing relationship with the provider. The relationship terminates when the customer shows a clear unloyalty behavior (switching to another provider or not using the service). We consider two different dimensions of loyalty: Behavioral Loyalty and Attitudinal Loyalty, that we suggest to analyze in relation to Trust, Convenience, Overall Satisfaction and Inertia. The methodology is based on the Structural Equation Models.

Keywords: Behavioral Loyalty; Attitudinal Loyalty; Structural Equations Models

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