Antecedents and Consequences of Customer Loyalty: an Empirical Synthesis and Reexamination

Despite the importance of customer loyalty, no comprehensive, empirical work has attempted to assess the general findings across academic studies. There are a number of factors that limit a comprehensive understanding of customer loyalty and prevent the generalization of research findings (e.g., lack of consensual loyalty measures, marked differences in both the direction and the magnitude of the study effects). The heterogeneous research findings make it problematic to communicate with the industrial world such as retailers, who constantly seek to build and maintain customer loyalty. The study intends to fill that void by conducting a meta-analysis of empirical findings on the predictors and outcomes of customer loyalty. It tests the robustness of previous findings across various research and measurement contexts. Implications to managers are also discussed.

Citation:

Yue Pan and Tian Xie (2008) ,"Antecedents and Consequences of Customer Loyalty: an Empirical Synthesis and Reexamination", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 173-173.