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Reasons why dissatisfied customers exhibit behavioral loyalty

Kattiyapornpong, Uraiporn and Miller, Kenneth E. 2009, Reasons why dissatisfied customers exhibit behavioral loyalty, in Proceedings of the 25th IMP Conference : Euromed management, IMP Group, France.

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Title Reasons why dissatisfied customers exhibit behavioral loyalty
Author(s) Kattiyapornpong, Uraiporn
Miller, Kenneth E.
Conference name Industrial Marketing and Purchasing Group. Conference (25th : 2009 : Marseilles, France)
Conference location Marseilles, France
Conference dates 3-5 September 2009
Title of proceedings Proceedings of the 25th IMP Conference : Euromed management
Editor(s) [Unknown]
Publication date 2009
Conference series Industrial Marketing and Purchasing Group Conference
Publisher IMP Group
Place of publication France
Keyword(s) business to business relationships
dissatisfaction
customer loyalty
Summary The development of supplier loyalty and its potential application to the business-to-business settings has not been widely explored. Day (1969) cautions that loyalty viewed in terms of purchase decisions may not distinguish between loyalty and spurious loyalty. This study follows the composite loyalty approach providing both behavioral aspects (purchase intentions) and attitudinal loyalty in order to fully explain the concept of supplier loyalty. This framework has not been previously applied in the B2B literature.The objective of this research is to identify reasons why B2B customers do not show consistency between attitudinal and behavioral loyalty and why dissatisfied customers do not switch suppliers. A survey was conducted during 2006 with a sample of executives from 240 SME companies in a large Asian city. A range of measures was obtained including attitudinal loyalty, behavioral loyalty, satisfaction and open ended responses on nature of current problems. Following Dick and Basu (1994), customers are classified into loyalty groups. Customers having high and low attitudinal loyalty are compared on satisfaction, switching attitudes and problems within the relationship. Constraints to switching by the dissatisfied customers are discussed. A profile of the "Spurious Loyal" customer is provided. This study seeks to better understand the nature of dissatisfaction and loyalty within these long term focal relationships.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150501 Consumer-Oriented Product or Service Development
HERDC Research category E1 Full written paper - refereed
HERDC collection year 2009
Copyright notice ©2009, Industrial Marketing and Purchasing Group
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30020771

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Created: Fri, 30 Oct 2009, 09:17:33 EST by Katrina Fleming

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.