Trade-offs in cognitive and affective components of business customer loyalty

Regan Lam, Hing-Po Lo, Suzan Burton

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Abstract

Though previous research has identified both cognitive and affective components of customer loyalty, no previous studies have attempted to quantify the trade-offs that business customers make between these factors. In addition, previous studies predicting customer loyalty have tended to ignore past behaviour, though a customer’s past behaviour is likely to impact on their future behaviour. This study investigates trade-offs in choice behaviour in business banking by small-to medium enterprises in Hong Kong. Using a choice modelling technique, the study suggests that customer loyalty is influenced by both affective and components such as relational bonds, and cognitive components such as perceived service quality and pricing. Trade-offs between these attributes and practical and theoretical implications are presented.
Original languageEnglish
Title of host publicationAustralian and New Zealand Marketing Academy Conference 2006 Abstracts & programme
Subtitle of host publicationBrisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance
Place of PublicationBrisbane, Qld
PublisherQueensland University of Technology, School of Advertising, Marketing and Public Relations
ISBN (Print)1741091399
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy Conference (2006) - Brisbane
Duration: 4 Dec 20066 Dec 2006

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2006)
CityBrisbane
Period4/12/066/12/06

Keywords

  • customer relations
  • customer loyalty

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