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Loyalty Among Relationally Oriented Customers: Not Just an Issue of Managing Satisfaction: Working Paper Series--02-27

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)
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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