There has been a great deal of debate over the past 70 years about
the construct of loyalty and how it is best measured. There has
been no consistency. This has led to an untenable situation where
marketers are disillusioned with loyalty and as a result they are
shifting away from measuring and tracking loyalty. An important
rationale for this work is to improve our understanding of loyalty
by identifying what loyalty is and what it is not. A more
insightful view of loyalty can help marketers to develop and
reinforce marketing programs to increase loyalty and hence profits,
based on the types of loyalty that are actually exhibited by their
consumers. To improve our understanding of loyalty seven dimensions
of loyalty namely preferential purchase, allegiance, attitudinal
loyalty, propensity to be loyal, situational loyalty, resistance to
competing offers, and complaining behaviour were tested. Three
behavioural dimensions, namely citizenship behaviour, resistance to
competing offers and preferential purchase in addition to the
attitudinal dimension of loyalty can be considered as measures of
loyalty.
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