Testing an Expanded Attitude Model of Goal-Directed Behavior in a Loyalty Context

Abstract

Marketers have known for some time that satisfaction is closely linked to loyalty intentions (Oliver 1997, 1999). However, Johnson et al. (2006) argue that the drivers of customer loyalty intentions are complex and dynamic, changing and evolving over time. The current study therefore approaches the explanation of loyalty intentions in a different way. Specifically, the argument is made and a model is tested and supported of loyalty intentions based upon attitudinal, Goal-Directed conceptualizations. Specifically, we adapt the Model of Goal-Directed Behavior (MGB) posited by Perugini and Bagozzi (2001) and apply the model to loyalty in a B2B service context. First, the goal-directed, attitudinal explanatory model represented by the MGB conceptualization is supported by the current research. Second, two proposed extensions of the MGB are supported involving unique forms of attitude and perceived behavioral control. Finally, a multi-stage loyalty conceptualization is generally supported by the data. The managerial and research implications of the study are presented and discussed.