STUDY OF CUSTOMERS’ LOYALTY: DIMENSIONS AND FACETS

Abstract

The purpose of this study is to identify the main aspects investigated in the study of customer loyalty regarding different dimensions and facets of loyalty. Analyzing the academic literature on this subject, we identified two main directions: (a) the approachings of loyalty on its dimensions (one, two or four dimensions); (b) the approachings of loyalty on its facets (effects). The main facets of loyalty are repatronage intentions, word-of-mouth intentions and buying frequency. Our approach is a theoretical one and we used documentary research. Identifying and analyzing the dimensions and facets of loyalty are important stages for any loyalty program that a company should implement, regardless of its field of activity.

Keywords

• cognitive loyalty
• affective loyalty
• conative loyalty
• action loyalty