Study of The Final Customer Loyalty Process

• Autor(a) principal: Fandos, Juan Carlos
• Data de Publicação: 2013
• Outros Autores: Estrada, Marta M., Monferrer, Diego, Callarisa, Luis
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12501
• topic: Loyalty Process, Switching Costs, Consumer Behavior; Proceso de Lealtad, Costes de Cambio, Comportamiento del Consumidor; Processo de fidelidade; Custos de Mudança de Comportamento do Consumidor

For any business is important to maintain a loyal customer base to help they to survive over time. This situation is accentuated even to the extent that increases competition and increases uncertainty. At present these are two features that are really developed. Because of the deep crisis in which we are, and other elements such as globalization and the development of new technologies and communication systems, we are faced with a scenario of intense competition and uncertainty manifest. It is therefore more necessary than ever to know in depth how to get customers to be faithful, and develop true loyalty strategies.In this paper, we present the sequential approach to the formation of consumer loyalty in order to deepen understanding of the concept. It is supplemented by studying the combined effect of switching costs as an element that promotes the continuity of the relationship. The results shows that the consumer takes a more cognitive process information in their initial assessments of the service and therefore in the early stages of loyalty. As advances in consumer behavior process becomes more direct and mechanic, so we can say that the customer-company bond is stronger.