Loyalty measurement: A critical examination and theoretical extension

Abstract

Although the construct of consumer loyalty has received considerable attention in the consumer behavior literature, its recent application to recreation and tourist behavior has not sufficiently addressed several theoretical and methodological issues. Following a critique of loyalty research in the leisure literature, we discuss suggestions for improving both the behavioral and attitudinal components of loyalty measurement. Crosby and Taylor's (1983) theory of psychological commitment is proposed as a basis for better operationalizing the attitudinal component of loyalty. This conceptualization describes the psychological phenomena that underlie loyalty to leisure goods and services in terms of preference stability (cognitive consistency) and resistance to change. Adopting this cognitive interpretation would allow leisure researchers to avoid some of the operational difficulties currently evident in consumer loyalty measurement.

Keywords:

• Loyalty
• measurement
• psychological commitment
• recreation
• repeat behavior
• travel