KONSEP LOYALITAS PELANGGAN: PERSPEKTIF BEHAVIORAL DAN PERSPEKTIF ATTITUDINAL

. Ramadania

Abstract


ABSTRACT

The aim of this article is to discuss customers loyalty as a complex dimension in consumer behavior theory. Customers loyalty can stimulate brand loyalty describing a condition in which consumers have postitive attitude toward a brand, have commitment to it, and have intention to continue buying it in the future. Brand loyalty can be analyzed by two perspectives : behavioral persepective and attitudinal persepective. These are reflected in consumers actual buying behavior and consumers psychological commitment. Understanding these two perspectives are very important for marketers in devising a competitive marketing strategy.

Kata Kunci: Loyalitas pelanggan, Perspektif Behavioral Dan Perspektif Attitudinal


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DOI: http://dx.doi.org/10.26418/jebik.v1i1.327

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Faculty of Economics and Business
Universitas Tanjungpura





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