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The impact of business orientations on customer loyalty. An empirical study using a case study approach.
Khan, Osman
Khan, Osman
Publication Date
2009
End of Embargo
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The University of Bradford theses are licenced under a Creative Commons Licence.
Peer-Reviewed
Open Access status
Accepted for publication
Institution
University of Bradford
Department
European Centre for TQM
Awarded
2009
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Abstract
Customer loyalty is considered to be critically important to growth, profitability and
sustainability. It has received much attention by practitioner and managers. However,
some important variables about the different types of loyalty have remained unclear.
While businesses look towards adopting various strategies to help them grow and
succeed in the marketplace, a number of key business orientations have emerged. Each
of these orientations has claimed to increase both profitability and customer loyalty for
an organization.
This research has examined both of these factors, as well as their inter-relationships.
The research was conducted in a two part study, based on a sequential triangulation
approach. The first study focused on finding out the differences between two of the
highest types of loyalties, attitudinal and emotional. The study, based on 40 interviews
with customers from three different companies, across two cultural settings (Asian and
European), has led to the emergence of key differentiating factors.
The second study focused on the relationships between business orientations and
customer loyalty. This study was based on six case studies of best practice firms. The
study found a positive link between business orientations and loyalty. Moreover, a set
of critical success factors were identified that would enable companies to implement
effective loyalty management systems.
Based on both of these two studies, a loyalty management model has been presented.
The model helps to improve our understanding of loyalty, and would be of use to
managers who would want to develop and manage customer loyalty in an organisation.
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Type
Thesis
Qualification name
PhD