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Lookup NU author(s): Professor Markus Blut
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Oliver (1997) suggests a four-stage loyalty model proposing that loyalty consists of belief, affect, intentions, and action. Although this model has recently been subject to empirical examination, the issue of moderator variables has been largely neglected. This article fills that void by analyzing the moderating effects of switching barriers, using a sample of 589 customers of a large doit- yourself (DIY) retailer. The results suggest that these moderators exert an influence on the development of the different stages of the loyalty sequence. Specifically, switching costs, social benefits, and the attractiveness of alternatives are found to be important moderators of the links in the four-stage loyalty model.
Author(s): Blut M, Evanschitzky H, Vogel V, Ahlert D
Publication type: Article
Publication status: Published
Journal: Advances in Consumer Research
Year: 2007
Volume: 34
Issue: 1
Pages: 726-734
Print publication date: 01/01/2007
ISSN (print): 0098-9258
Publisher: Association for Consumer Research
URL: http://www.acrwebsite.org/volumes/v34/500528_101350_v1.pdf
