McAlexander, James H. and Kim, Stephen K. and Roberts, Scott D. (2002) Loyalty Among Relationally Oriented Customers: Not Just an Issue of Managing Satisfaction: Working Paper Series--02-27. Working Paper. NAU W.A. Franke College of Business.
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Abstract
This paper explores empirically the relative impacts of satisfaction, brand community, and consumer experience on customer loyalty as expressed by future purchase intentions. Data drawn from qualitative research and a survey of relationally-oriented customers in a casino setting indicate that satisfaction yields to brand community as a key driver of loyalty. Important implications of this research for theory as well as marketing practice are discussed.
| Item Type: | Monograph (Working Paper) |
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| Publisher’s Statement: | Copyright, where appropriate, is held by the author. |
| ID number or DOI: | 02-27 |
| Keywords: | Working paper, customer loyalty, brand community |
| Subjects: | H Social Sciences > HF Commerce |
| NAU Depositing Author Academic Status: | Faculty/Staff |
| Department/Unit: | The W.A. Franke College of Business |
| Date Deposited: | 20 Oct 2015 17:45 |
| URI: | http://openknowledge.nau.edu/id/eprint/1610 |
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