The Antecedents of Customer Loyalty

Abstract

The aim of this research is to build a conceptual model to provide clear understanding of customer loyalty. Structural equation modeling as a data analysis tool has been used to analyze the data collected from 1530 customers of four major supermarkets chains in Turkey. The results of this study indicate that customer satisfaction among others is the most important antecedent of customer loyalty. Customer loyalty, which is composed of three different ways: intent to continue shopping, intent to increase purchases and intent to recommend the store, depend on comparative price perceptions, discount perceptions, product quality perceptions, service quality perceptions, value perceptions and customer satisfaction. Comparative price perceptions, discount perceptions and customer satisfaction have positive direct effect on customer loyalty and service quality perceptions, product quality perceptions, discount perceptions and value perceptions have indirect effect on customer loyalty.