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Customer Loyalty Theory

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Customer Loyalty
Researchers use different theoretical foundations to study customer loyalty. These include relationship marketing theories such as Morgan and Hunt's (1994) commitment trust theory, Oliver's (1997, 1999) satisfaction and loyalty models, and the quality-satisfaction-loyalty chain (Anderson & Mittal, 2000; Oliver, 1997). This combination of theories and orientations suggests various ways of approaching customer loyalty. In a virtual context, many researchers analysed the effect of relational variables (e.g., satisfaction, trust, commitment) on online loyalty (Toufaily et al., 2012). Although relationship marketing theories provide researchers with a good starting point in understanding online customer loyalty, researchers should …show more content…

Many marketing researchers adopted this theory as the foundation for measuring service quality (Gronroos 1982, 1984; Parasuraman, Zeithaml, and Berry 1985, 1988). One of the first service quality models, called SERVQUAL was constructed by Parasuraman, Zeithaml, and Berry (1985, 1988), which to access and measured service quality. SERVQUAL model was divided to five dimensions; tangibles, responsiveness, reliability, assurance, and empathy. According to those dimensions, we note that the reliability dimension is refers to the ability of a company to perform the promised service dependably and accurately; the assurance dimension refers to employees knowledge base on their ability to inspire trust and confidence; the tangible dimension refers to the appearance of physical facilities, equipment, personal and communication materials; the empathy dimension is about caring, individualized attention given to customers while responsiveness dimension refers to willingness to guide and help customers and provide prompt service (Zeithmal et …show more content…

They agreed that there are seven e-service quality dimensions to measure which is efficiency, reliability, fulfilment, privacy, responsiveness, compensation, and contact. They suggested the first four dimensions; efficiency, reliability, fulfilment and privacy, as the core elements of SERVQUAL which are applied to measurement of customer perception of the received service quality from the consumers. Later on, Parasuraman et al (2005) designed another 7-dimensional (E-S-QUAL) in which the 7 dimensions were divided into two subsets group of an e-core service quality scale dimensions (Efficiency, System Availability, Fulfilment and Privacy) with 22 item on four said dimensions above. While the other subset group developed by them is e-recovery service quality scale (E-RecSQUAL) consisting 11 items on three dimensions (Responsiveness, Compensation and

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