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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 767) Last page : ( 773)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00120.8

Customer Loyalty: A Methodological and Thematic Review

Sabu Jobin1,*, Satheesh Akhil1,**, Mehendale Smita2,***

1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India

2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India

*Corresponding Author E-mail: jobin.sabu2019@sims.edu

**akhil.satheesh2019@sims.edu

***smita.m@sims.edu

Online published on 2 June, 2018.

Abstract

Customer loyalty is about preferences where people choose particular products and shops over other products and shops by other companies. Customer loyalty has always been an important factor of study as far as relationship marketing is concerned. A loyal customer is not just a profit to the business but also a motivation to the developers and producers. The objective of this research was to find out the aspects of customer loyalty and therebyidentifying the themes of the same. Systematic literature review methodology has been used for the development of this paper. Based on the 42 articles collected from various databases like Emerald, Scopus and Science Direct and Ebsco's Business Host Ultimate, the themes identified for customer specific aspects were Behavioural and Attitudinal characteristics, for marketing mix the aspects were Product, Promotion, Service Quality and Social Media while company specific aspects were Competition, Localization and Innovation. The scope of this study is limited due to few limitations like limited time and budget.

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Keywords

Customer Loyalty, Relationship Marketing, Methodological Review, Thematic Review, Systematic Literature Review.

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