Loyalty - Attitude, Behavior, and Good Science: A Third Take on the Neal-Brandt Debate

Abstract

Neal and Brandt have raised important issues about the conceptualization and measurement of customer loyalty. Their opposing views about the nature of loyalty and the appropriateness of the three-item approach spark useful debate on a topic of considerable theoretical and applied interest. An alternative view is presented that avoids some potential points of critique in their positions while leveraging and unifying the strongest points of the two perspectives. The best scientific practices in the field should be applied to operationalize and test appropriate definitions with measures and models that withstand rigorous conceptual and empirical investigation.