Journal
INTERNATIONAL ECONOMIC CONFERENCE OF SIBIU 2013 POST CRISIS ECONOMY: CHALLENGES AND OPPORTUNITIES, IECS 2013
Volume 6, Issue -, Pages 466-475Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/S2212-5671(13)00164-0
Keywords
conative loyalty; relationship marketing; factor analysis
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The purpose of the paper is to present a detailed application of the factor analysis technique within the domain of relationship marketing. A comprehensive literature review is undertaken regarding the concept of customer loyalty an important variable of relationship marketing. Loyalty is defined by its two dimensions behavioral and attitudinal; the second dimension is understood through the three components of the human psyche: affective, cognitive and conative. Conative Loyalty is measured through four items which are statistically and semantically reduced to two items without a heavy loss of information. (C) 2013 The Authors. Published by Elsevier B.V.
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