It has been argued that loyal customers constitute competitive asset of business organizations. Several authors noted that customers generally vary in terms of loyalty behaviours and attitudes and highlighted that differences about customers’ loyalty levels affect a firm’s profitability results. However, few studies are focused on these relationships within an interactive marketing strategy. Following these studies, this paper explores the links between customer loyalty attitude, customer loyalty behaviours (measured by customer purchase behaviours) and profitability in a firm that develops an interactive marketing strategy. The aim is to define a conceptual framework within which to analyse these relationships between attitudes, behaviour, and profitability of the customers. An empirical test of the framework is also provided.
Customer Satisfaction And Loyalty In A Digital Environment: An Empirical Test
PASSIANTE, Giuseppina
2006-01-01
Abstract
It has been argued that loyal customers constitute competitive asset of business organizations. Several authors noted that customers generally vary in terms of loyalty behaviours and attitudes and highlighted that differences about customers’ loyalty levels affect a firm’s profitability results. However, few studies are focused on these relationships within an interactive marketing strategy. Following these studies, this paper explores the links between customer loyalty attitude, customer loyalty behaviours (measured by customer purchase behaviours) and profitability in a firm that develops an interactive marketing strategy. The aim is to define a conceptual framework within which to analyse these relationships between attitudes, behaviour, and profitability of the customers. An empirical test of the framework is also provided.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
