DETERMINANTS OF CUSTOMER LOYALTY. A THEORETICAL APPROACH
Pages: 995-1005 Published: 29 Aug 2014
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Abstract: The purpose of the research is to investigate the determinants of customer loyalty. The research objectives are: (1) to identify the factors that affect customer loyalty; (2) to identify the relations between the determinants of loyalty and loyalty construct. We used an exploratory research based on a documentary study. The main determinants of customer loyalty that are identified and studied in past researchers are: satisfaction, trust, commitment, involvement, perceived risk, switching costs and habit. All these factors are positive correlated with loyalty.