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  • Customer Loyalty: Dr. Suresh Malodia

    Diunggah oleh

    Ankit Vyas
    12 tayangan8 halaman
    Unit XI discusses customer loyalty and the factors that influence it. There are three types of commitment - personal, moral, and structural - that impact a customer's loyalty. Customer loyalty is determined by satisfaction, attractiveness of alternatives, and switching costs. Trust is also important, as it represents a customer's willingness to rely on a business. Both attitudinal and behavioral loyalty influence the degree to which a customer is loyal, and factors like competitive options, variety-seeking tendencies, and low involvement can potentially lessen customer loyalty over time.

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    Judul Asli

    MBCH772D_Unit 11 (2)

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    Unit XI discusses customer loyalty and the factors that influence it. There are three types of commitment - personal, moral, and structural - that impact a customer's loyalty. Customer loyalty is determined by satisfaction, attractiveness of alternatives, and switching costs. Trust is also important, as it represents a customer's willingness to rely on a business. Both attitudinal and behavioral loyalty influence the degree to which a customer is loyal, and factors like competitive options, variety-seeking tendencies, and low involvement can potentially lessen customer loyalty over time.

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    12 tayangan8 halaman

    Customer Loyalty: Dr. Suresh Malodia

    Diunggah oleh

    Ankit Vyas
    Unit XI discusses customer loyalty and the factors that influence it. There are three types of commitment - personal, moral, and structural - that impact a customer's loyalty. Customer loyalty is determined by satisfaction, attractiveness of alternatives, and switching costs. Trust is also important, as it represents a customer's willingness to rely on a business. Both attitudinal and behavioral loyalty influence the degree to which a customer is loyal, and factors like competitive options, variety-seeking tendencies, and low involvement can potentially lessen customer loyalty over time.

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    dari 8

    Unit XI

    CUSTOMER LOYALTY
    Dr. Suresh Malodia
    Loyalty is a deeply held commitment to rebuy or
    re-patronize a preferred product/service
    consistently in the future,
    • Thereby causing repetitive same-brand or
    same brand-set purchasing,
    • Despite situational influences and marketing
    efforts having the potential to cause switching
    behavior.
    Commitment
    • Personal commitment
    • Moral commitment
    • Structural commitment
    Structural Moral Personal
    Choice/Limitation Limitation Limitation Choice
    External/Internal External Internal Internal

    Commitment = f(Satisfaction, attractiveness, switching costs)


    Trust
    • A willingness to rely on an exchange partner in
    whom one has confidence.
    • Trust may be associated with quality such as
    honesty, fairness, responsibility, helpfulness
    and involvement.
    Attitudinal vs. Behavioral Loyalty
    Satisfaction

    Emotional Attitudinal Degree of


    Bonding Loyalty Customer
    Loyalty
    Trust

    Choice
    reduction
    habit Behavioral
    Loyalty
    History with
    the company
    Factors that may Lessen Customer Loyalty

    • Competitive Parity
    • Variety-seeking Behavior
    • Low Involvement
    Thank You

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