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The next section will take a deeper look at these two different aspects of loyalty, behavioral and attitudinal, but first let us consider the different loyalty drivers.

2.11.1 Repurchase (Behavioral) and Attitudinal Loyalty

Day (1969) argued that when a customer has both a flattering attitude towards a product and constantly purchases it then the customer poses true effective loyalty to that product. The attitude module discriminates between true loyalty and “spurious” loyalty appointed for high switching costs or a shortage of other choices because customers are always evaluating the retailer store depending on the attitude they developed over time and this can have a lasting duration (Eagly & Chaiken 1998). In this aspect, the view of attitudinal loyalty embraces a more durable tendency that is identified across compound purchase occasions.

The first perception of customer loyalty by marketers was in the behavioral aspect. Measuring the customer's repeated purchase of a particular product or service, their purchase amount and frequency, word of mouth and recommendations and their relationships with the product or service provider and, Hallowell, Hombur and Giering, and Yi's studies (cited in Bodet ,2008) and Ehrenberg et al., Kahn et al., studies (cited in Chen and Hu, 2009). Recently Chaudhuri and Ligas (2009, p.407) defined repurchase loyalty as 'a basic level of interest in a store that is limited to intent to re-buy from the particular store at a future date'. From this definition we can state that repeat purchase behavior does not essentially engage in a psychological commitment to the product or service provider. According to Jacoby and Kyner (1973), repeat purchase can happen for the reason that customers have their own perceived time and energy costs, risk perception, absence of choice, probability or bias, temporary selling incentives or legal and corporate policy limitations. More recently, Bandyopadhyay and Martell (2007) found that repeat purchases can be linked to situational factors such as unavailable stock and individual or essential factors such as resistance to change, or social and cultural factors (i.e. social bonding) (Bodet ,2008).

Behavioral measurements of customer loyalty lack the ability to offer insight into the underlying cognitive and effective factors that affect loyalty since focusing on behavior alone (i.e., repeat purchases) is not enough to define the reasons behind the purchases. In other words, looking at behavior alone, we cannot state whether the repeat purchases are derived from convenience, economic incentives or whether the customer really maintains attitudinal loyalty (Berné et al., 2001; Dick and Basu, 1994; Jacoby and Kyner, 1973; Oliver, 1997). In view of this the need to include the physiological aspect (i.e. attitude) of customer behavior in measuring loyalty has increased in recent researches. The new definition of loyalty should include both the behavioral and attitudinal dimensions to it. Chaudhuri and Ligas (2009) supported Assael (1992) and Keller's (1993) definition of loyalty as a positi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。