Behavioural Loyalty

Question 1

What is the definition of behavioural loyalty?

Answer 1

loyalty of a customer as observed from the customer’s purchase behaviour (Kumar and Shar, 2004)

Question 2

Why is behavioural loyalty important for a brand?

Answer 2

• it gives the organisation direct and tangible returns

Question 3

How can behavioural loyalty be measured?

Answer 3

by analysing aspects such as proportion of purchase, probability of purchase and share of wallet

Question 4

What is the issue with behavioural loyalty programs?

Answer 4

• customers may sometimes end up associating their loyalty towards a particular rewards program e.g boots advantage card, rather than the brand.
• Such schemes reward past and present behaviour, but don’t consider future loyalty (Neal, 2005)
• There is the presence of a weak relationship between behavioural loyalty and profitability

Question 5

Why is behavioural loyalty alone not enough to create loyal customers?

Answer 5

• consumers need to have the right attitude in the first place in order to maintain repeat purchase behaviour in the long run and deter them from switching to the competition.

Question 6

What does shoemaker and lewis imply about true customer loyalty?

Answer 6

• ‘true’ customer loyalty is difficult to build and sustain without including the underlying attitudinal aspects of the customer that drive customer behaviour

Question 7

What might impact someones behavioural loyalty?

Answer 7

Social Norms
Situational Factors
- Yet the stronger the attitude the more likely they are to overcome these