Attitudinal Loyalty

Question 1

What is attitudinal loyalty defined as?

Answer 1

‘capturing the affective and cognitive components of brand loyalty such as brand preference and commitment’ (Kumar and shah 2004)

Question 2

What does the attitudinal loyalty of a customer represent?

Answer 2

A higher-order, or long-term, commitment to the organization that cannot be inferred by merely observing customer repeat purchase behaviour (Shankar et al, 2000).

Question 3

How is attitudinal Loyalty measured? What do the results typically indicate?

Answer 3

• surveys and focus groups
• results indicating propensity to display behaviours, such as the likelihood of future usage and how likely it is that customers would recommend the company to their friends or a colleagues (word of mouth).

Question 4

Whats the impact of ignoring attitudnal loyalty?

Answer 4

It can result in spurious loyalty, where the repeat purchase is high but attitude is low, typically due to the purchasing only being done during sale periods (Dick & Basu, 1994), meaning the customer may provide only limited or no tangible returns to the firm.

Question 5

What does higher attitudinal loyalty mean?

Answer 5

-To future usage and positive word of mouth to friends/colleagues (Baron et al 2010)

Question 6

What is attitude defined as?

Answer 6

A psychological tendency that is expressed by evaluating a particular entity with some degree of favour or disfavour (Eagly and chain, 1993)

Question 7

What might attitude be impacted by?

Answer 7

• Expectations

- Switching costs