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An Examination of the Relationships and Interactions among Product, Brand, Personal and Service Provider Loyalty

Authors

  • Gary Salegna
  • Farzaneh Fazel

Abstract

The term "loyalty" does not have a universally accepted definition in the literature with respect to customer loyalty, and the distinctions between and relationships among product loyalty, brand loyalty, personal loyalty and service provider loyalty have rarely been addressed by scholars. Customer loyalty can take many different forms, and the interactions among the different types of customer loyalty may have important consequences for consumer purchase decisions. This article addresses the relationships and interactions among the different types of loyalty, and includes a matrix for examining product offerings and loyalty for different degrees of product involvement and customization. Finally, the article discusses managerial implications for different service designs, in addition to future directions for research in this area.