Elaborating customer loyalty: exploring loyalty to wine retailers

The measurement of loyalty remains unsatisfactory because the pre-cursors, dimensions and outcomes are not yet agreed upon in the literature. The objective of this study is to summarize loyalty dimensions that have been used previously and to test a consolidated measure of loyalty in a retail context. A multi-dimensional view of a customer's loyalty is important for marketers because it will help marketers to develop and reinforce actions that maintain loyalty, based on the types actually exhibited. This paper provides an insight into how a multi-dimensional view can better explain how and why customers are loyal, providing more direction to retail marketers for improving loyalty levels and hence profits.