Categories of customer loyalty: an application of the customer loyalty classification framework in the fast food hamburger market.

摘要

The customer loyalty classification framework developed by Dick and Basu (1994) is applied to the fast food hamburger market using data collected from 97 US students. Based on a two factor classification, consisting of repeat patronage and relativeattitude, four categories of customer loyalty are examined and profiled on the basis of perceived risk, product class importance, brand decision importance, self-reported brand loyalty, number of brands purchased in the past six months, brand awareness,and brand consideration. A chi2 statistical test did not reveal any significant difference between the relative sizes of the four loyalty categories in the fast food hamburger market, suggesting that all four loyalty categories are present in the fast food industry. The analysis finds that the four groups are distinct in their characteristics and suggests that marketers design separate marketing programmes for each group.