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the fact that maintaining customers is more cost effective than acquiring new ones Bodet (2008) referring to Reichheld (1996). According to Wong and Dean (2009), Berry (1996) identified loyalty as a vital input for retailers to attaining growth and profit. Additionally, Evanschitzky and Wunderlich (2006) in their examination of the four-stage loyalty model, further emphasized the importance of loyalty on financial outcomes.

There is a general agreement when it comes to defining loyalty as a dimension of retailer equity on the base of brand loyalty. Arnett et al. (2003, p. 163) defined ‘store loyalty', in agreement with Oliver (1997, p. 392), as ‘‘a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, despite situational influences and marketing efforts having the potential to cause switching behavior''. Furthermore, Pappu and Quester (2006, p. 320) define retailer loyalty in accordance with Yoo and Donthu (2001, p. 3), as ‘‘the tendency to be loyal to a focal retailer as demonstrated by the intention to buy from the retailer as a primary choice''. They based their definition on customer attitudes, not behavior, although loyalty has been defined both attitudinally and behaviorally. Retailer loyalty is the customer's intention to be loyal to one particular retailer, not another.

Existing empirical research mainly focuses on effective and behavioral measures (Chaudhuri and Ligas, 2009; Mittal and Kamakura, 2001; Zeithaml et al., 1996; Zeithaml, 2000) with exceptions of some who have focused on actual purchase.

By developing a compound loyalty measure consisting of behavioral and attitudinal measures, Bowen and Chen (2001) linked customer loyalty to satisfaction and uncovered a nonlinear and asymmetric relationship between them. Bandyopadhay and Martell (2007) more recently studied the relationship between attitudinal and behavioral loyalty in a brand setting attribute and found a positive relationship between the two.

Customer loyalty is a significant measurement for evaluating the relationships between customer perception of value and its outcomes such as the likelihood of customer repurchase, making business referrals, providing strong word-of-mouth, providing references and publicity (Bowen and Shoemaker, 1998; Chen and Hu, 2009; Lai et-al, 2009; Tam, 2004) as well as willingness to pay a price premium (Chaudhuri and Ligas, 2009) and a willingness to forgo services and sacrifice variety (Ailawadi and Keller, 2004).

Loyalty was identified as an important dimension of retailer equity (Arnett et. al, 2003; Jinfeng and Zhilong, 2009). Oliver (1997, p. 392) defined brand loyalty as “a deeply held commitment to re-buy or repatronize a preferred product or service consistently in the future, despite situational influences and marketing efforts having the potential to cause switching behavior”. The definition emphasizes the two different aspects of brand loyalty - behavioral or repurchase and attitudinal, which according to Chaudhuri and Ligas (2009) has captured the attention of different marketing researchers (Aaker 1991; Chaudhuri and Holbrook 2001; Chaudhuri and Ligas, 2009; Dick and Basu 1994; Jacoby and Chestnut 1978; Oliver 1999). Additionally,本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。