The conceptual domain of service loyalty: how many dimensions?

Abstract

PurposeThe majority of research in marketing now represents loyalty as a multi‐dimensional construct; however, agreement on whether it has two or three dimensions is lacking, and measurement of these dimensions has been inconsistent. The purpose of this paper is to utilize theory from the psychology literature on interpersonal relationships to provide theoretical guidance for examining the nature of service loyalty and to uncover its dimensionality.Design/methodology/approachThis paper argues for and tests, using survey data from over 300 service customers, a multi‐dimensional conceptualization of loyalty based on theory from the interpersonal psychology literature.FindingsThe findings of this research highlight that service loyalty is similar to loyalty in interpersonal relationships, providing further evidence for the notion that service provider‐consumer relationships can approximate friendships or even romantic partnerships in terms of loyalty‐like responses. It also suggests that to identify truly loyal customers firms should, at the very least, measure loyalty‐related outcomes from both dimensions.Research limitations/implicationsThe study was limited to consumer‐based services.Originality/valueThis paper identifies several manifestations of loyalty such as altruism, identification, advocacy, willingness to pay more, and strength of preference that are all‐too‐often ignored in commonly used marketing metrics. Viewing service loyalty in the same manner as pro‐relationship behaviors that develop in friendships and romantic relationships shows promise for the understanding of service loyalty.