Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
Loyalty 
Loyalty has two dimensions: behavior and attitude. Behavioral loyalty, which is often called program 
loyalty, is defined and identified based on repeated purchases of particular products or service while attitudinal 
loyalty, which is often called brand loyalty, is defined when repeated purchases occur due to a customer’s attitudinal 
commitment to the brand or company (Baloglu, 2002; Fitzgibbon & White, 2005; Yi & Jeon, 2003). However, 
repeated purchases do not necessarily represent psychological and attitudinal preference and commitment towards 
the brand or company. Behaviorally loyal customers are swayed when better alternatives are available (Shankar, 
Smith, & Rangaswamy, 2003) while attitudinally loyal customers repurchase despite situational influences and 
marketing efforts (Yi & Jeon, 2003). True loyalty is posited as the balance between behavioral loyalty (i.e. repeated 
patronage) and attitudinal, 
or affective
, loyalty (i.e. favorability) (Dabholkar, 1996; Lee-Kelley et al., 2003). 
The determinant of program loyalty is posited as the perceived value of the frequent guest or loyalty 
program that a company offers (Dowling & Uncles, 1997; Yi & Jeon, 2003). However, the value proposition of a 

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