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

 
2007 Annual International CHRIE Conference & Exposition 
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loyalty program is proposed to hold a positive linkage to brand loyalty. The perceived value of products and 
services, rather than the perceived value of loyalty programs, can be applicable to explain customer loyalty under the 
circumstance where loyalty programs are not provided (Brady et al., 2005). In addition, situational factors (e.g. 
stockout) are also proposed as another influential factor on behavioral loyalty (Dick & Basu, 1994). 
While the value proposition and the attributes of loyalty programs, and situational factors are proposed to 
explain behavioral loyalty, attitudinal loyalty is examined from psychological factors such as cognitive, affective 
and conative (Dick & Basu, 1994). Cognitive antecedents are those associated with informational determinants such 
as accessibility, confidence, centrality (e.g. value proposition), and clarity. Affective antecedents are those 
associated with feelings involving the brand such as emotions, moods, primary affect and satisfaction, and conative 
antecedents are those related to behavioral dispositions toward the brand such as switching costs, sunk costs, and 
expectations. Trust, commitment, (Luarn & Lin, 2003; Schaller et al., 2004) and social bonds (Selnes & Hansen, 
2001) are posited as other determinants of customer loyalty. Although loyalty was not included in Brady et al.’s 
(2005) comprehensive model, Brady and his colleagues postulated that service quality and the perceived value were 
the determinants of behavioral intention. In their model, the perceived value is positioned in the central mediating 
role between service quality and behavioral intention while the perceived value is positioned as the central 
determinant of behavioral intention in the other model (Grewal, Monroe, & Krishnan, 1998).