Forum: Building better causal models to measure the relationship between attitudes and customer loyalty
Jose Antonio Martínez García and Laura Martínez CaroTechnical University of Cartagena
Market research is inherently concerned with customers' attitudes towards product/services/brand/companies because these subjective evaluations are indicators of company performance and a key determinant of the customer's future repurchase behaviour. Perceived quality, satisfaction and brand/corporate image/reputation are probably the most widely used variables in investigating these attitudes, and several models have been proposed for analysing the relationships between these variables and customer loyalty (See Figure 1). The focus of all these...