Validation du modèle de fidélisation du client de Oliver

Authors: Renaud, Jean-Sébastien
Advisor: Valois, Pierre; Robitaille, Jean
Abstract: Customer satisfaction, because it is thought to be a predictor of customer loyalty, is of capital importance for companies. However, even though scientific literature supports the existence of a relationship between these two variables, few models explain it. Hence, the aim of this study was to test Oliver’s customer loyalty model (1980, 1997), which explains the satisfaction-loyalty relationship using the theory of reasoned action (Fishbein & Ajzen, 1975). Our sample included students from both Laval University and University of Quebec at Rimouski. The measurement scales developed for this study had, in most cases, sound psychometric properties. Finally, results supported Oliver’s (1980, 1997) customer loyalty model. Indeed, our data showed a positive linear relationship between customer satisfaction and the attitude toward being loyal to the company, between this last variable and the intention to be loyal to the company and, in addition, between intention and loyalty.
Document Type: Mémoire de maîtrise
Issue Date: 2005
Open Access Date: 11 April 2018
Grantor: Université Laval
Collection:Thèses et mémoires

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