e-space
Manchester Metropolitan University's Research Repository

Disloyalty: a closer look at non-loyals

Rowley, Jennifer (2000) Disloyalty: a closer look at non-loyals. Journal of Consumer Marketing, 17 (6). pp. 538-547. ISSN 0736-3761

Full text not available from this repository.

Abstract

Seeks to revisit the theoretical basis for the concept of loyalty through a consideration of the state of “no loyalty”, which we term “disloyalty”. This category is present in the model proposed by Dick and Basu, but is seen to be of less interest than other categories. Here we argue that a more analytical approach to this category might provide a unique insight into loyalty behaviours, but specifically might aid an understanding of the nature of the challenge associated with widening the loyal customer base. We propose the following categories of disloyals: disturbed, disenchanted, disengaged and disruptive. These four categories can be mapped onto a grid with attitudinal and behavioural dimensions. The characteristics of each of these groups are outlined. Segmentation on the basis of these different types of disloyalty could have implications for marketing strategies. The relationships between the different categories of disloyals and Dick and Basu’s categories of loyals may be important in mapping the development of customer relationships. Finally, proposals are made for further research.

Impact and Reach

Statistics

Downloads
Activity Overview
0Downloads
258Hits

Additional statistics for this dataset are available via IRStats2.

Altmetric

Actions (login required)

Edit Item Edit Item