Date of Award
Doctor of Philosophy (PhD)
Dr. Michael S. Minor
Dr. Vern Vincent
Dr. John Sargent
This paper discusses tests of two competing loyalty frameworks proposed by Richard L. Oliver. The cognition to action (CTA) loyalty model specifies four phases: cognitive loyalty, affective loyalty, conative loyalty, and action loyalty, a framework originally discussed by Oliver. The fortitude-community (F-C) loyalty model argues that loyalty is a function of the degree of personal fortitude and the extent to which customers feel that they are members of a community of consumers. In both of these models loyalty is posited to arise from customer satisfaction. Research hypotheses are formulated that assert positive relationships between satisfaction and various loyalty constructs. The literature is consulted to formulate a CTA loyalty model and a F-C loyalty model.
Two pilot studies were conducted to make a preliminary determination of the reliability and validity of the CTA and F-C loyalty models. Surveys of college of business administration undergraduates and credit union members provided preliminary indications that both loyalty models successful explain the constructs.
Two formal empirical tests were also conducted to determine the reliability and validity of the CTA and F-C loyalty models. A survey of mall patrons found that the expected positive relationships between satisfaction and cognitive loyalty, cognitive loyalty and affective loyalty, and affective loyalty and conative loyalty were supported.
A cross-cultural survey of U.S. and Mexican students majoring in business administration was also conducted. As expected, positive relationships between satisfaction and cognitive loyalty, cognitive loyalty and affective loyalty, and affective loyalty and conative loyalty were supported.
Thus the CTA and F-C models are found to be reliable and valid, although not as originally envisioned by Oliver or the author. Limitations and future research directions are addressed.
University of Texas-Pan American