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

 
2007 Annual International CHRIE Conference & Exposition 
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al.’
s study on customer loyalty (2000). Moreover, the concept of quality of alternatives stresses that not only other 
brands in the same product category could make valid alternative options in a customers’ mind, there may exist a 
variety of other products providing similar benefits. This may be related to the line of marketing research on 
noncomparable alternatives (Johnson, 1984), which argues that consumers occasionally face noncomparable choices 
(e.g., choosing between a television and a vacation).