Loyalty in wine retailing : a multi-dimensional model

Abstract

This paper shows that, while researchers often measure loyalty as an intention to repurchase, there is value in considering loyalty more broadly. This paper reveals two main schools of thought in loyalty research, starting with the attitudinal and behavioural dimensions of loyalty, which underpin most of the research in this area. Based on previously published marketing and organisational behaviour research, additional dimensions – namely, resistance to competing offers and citizenship behaviours – are introduced for empirical testing using non-hierarchical models. The consideration of a wider range of ideas will assist retail marketers to manage and build loyalty and, hence, profits through improving their understanding of the ways that customers are, or are not, loyal.