Theoretical Model: The Quality-Value-Loyalty Chain Model
In this paper, Parasuraman and Grewal’s quality-value-loyalty model (Parasuraman & Grewal, 2000) is
used as a theoretical model (Figure 1). While several researchers have empirically examined customer satisfaction,
trust, and affective commitment as antecedents of customer loyalty (Luarn & Lin, 2003; Mattila, 2006; Schaller et
al., 2004), no empirical research was found for the quality-value-loyalty chain model. In addition, the quality-value-
loyalty chain model is more specific in quality and more comprehensive in value proposition, which have been
excluded in previous attitudinal loyalty research.
Figure 1
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