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

Regan Lam; Hing-Po Lo; Suzan Burton

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

Regan Lam, Hing-Po Lo, Suzan Burton

Macquarie Graduate School of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-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 language	English
Title of host publication	Australian and New Zealand Marketing Academy Conference 2006 Abstracts & programme
Subtitle of host publication	Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance
Place of Publication	Brisbane, Qld
Publisher	Queensland University of Technology, School of Advertising, Marketing and Public Relations
ISBN (Print)	1741091399
Publication status	Published - 2006
Event	Australian and New Zealand Marketing Academy Conference (2006) - Brisbane Duration: 4 Dec 2006 → 6 Dec 2006

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2006)
City	Brisbane
Period	4/12/06 → 6/12/06

Keywords

customer relations
customer loyalty

Cite this

Lam, R., Lo, H-P., & Burton, S. (2006). Trade-offs in cognitive and affective components of business customer loyalty. In Australian and New Zealand Marketing Academy Conference 2006 Abstracts & programme: Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance Queensland University of Technology, School of Advertising, Marketing and Public Relations.

Lam, Regan ; Lo, Hing-Po ; Burton, Suzan. / Trade-offs in cognitive and affective components of business customer loyalty. Australian and New Zealand Marketing Academy Conference 2006 Abstracts & programme: Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance. Brisbane, Qld : Queensland University of Technology, School of Advertising, Marketing and Public Relations, 2006.

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title = "Trade-offs in cognitive and affective components of business customer loyalty",

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{\textquoteright}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.",

keywords = "customer relations, customer loyalty",

author = "Regan Lam and Hing-Po Lo and Suzan Burton",

year = "2006",

language = "English",

isbn = "1741091399",

booktitle = "Australian and New Zealand Marketing Academy Conference 2006 Abstracts & programme",

publisher = "Queensland University of Technology, School of Advertising, Marketing and Public Relations",

note = "Australian and New Zealand Marketing Academy Conference (2006) ; Conference date: 04-12-2006 Through 06-12-2006",

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Lam, R, Lo, H-P & Burton, S 2006, Trade-offs in cognitive and affective components of business customer loyalty. in Australian and New Zealand Marketing Academy Conference 2006 Abstracts & programme: Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance. Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld, Australian and New Zealand Marketing Academy Conference (2006), Brisbane, 4/12/06.

Trade-offs in cognitive and affective components of business customer loyalty. / Lam, Regan; Lo, Hing-Po; Burton, Suzan.
Australian and New Zealand Marketing Academy Conference 2006 Abstracts & programme: Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance. Brisbane, Qld: Queensland University of Technology, School of Advertising, Marketing and Public Relations, 2006.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - Trade-offs in cognitive and affective components of business customer loyalty

AU - Lam, Regan

AU - Lo, Hing-Po

AU - Burton, Suzan

PY - 2006

Y1 - 2006

N2 - 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.

AB - 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.

KW - customer relations

KW - customer loyalty

M3 - Conference proceeding contribution

SN - 1741091399

BT - Australian and New Zealand Marketing Academy Conference 2006 Abstracts & programme

PB - Queensland University of Technology, School of Advertising, Marketing and Public Relations

CY - Brisbane, Qld

T2 - Australian and New Zealand Marketing Academy Conference (2006)

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Lam R, Lo H-P, Burton S. Trade-offs in cognitive and affective components of business customer loyalty. In Australian and New Zealand Marketing Academy Conference 2006 Abstracts & programme: Brisbane, Queensland 4-6 December 2006 : advancing theory, maintaining relevance. Brisbane, Qld: Queensland University of Technology, School of Advertising, Marketing and Public Relations. 2006

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

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