Customer loyalty : concept, context and character

Title
Contents
Part One: Customer Loyalty: The Conceptual Framework
	1. The Character of Loyalty
		1.1. Introduction
		1.2. Nature of Loyalty
			1.2.1. Loyalty as a Habit
			1.2.2. Loyalty as Learning
			1.2.3. Loyalty as Character
		1.3. Formation of the Character of Loyalty
		1.4. Understanding Loyalty
		1.5. Myths About the Character of Loyalty
		1.6. Development of Loyalty
			1.6.1. Essentials of the Loyalty Development Process
		1.7. Types of Loyalty
		1.8. Loyalty Conflicts
		1.9. Final Thoughts
			Review Questions
			Project Assignments
	2. Decoding Customers
		2.1. Introduction
		2.2. Customers
			2.2.1. Differentiating Customers from Consumers
			2.2.2. Determinants of a Customer’s Characteristics
		2.3. New Age Customers
			2.3.1. Customer Life Cycle
		2.4. Customer Lifetime Value
			2.4.1. Calculating Customer Lifetime Value (CLV)
			2.4.2. he Lifetime Value Equation
			2.4.3. Issues in Calculating CLV
		2.5. Customer Affinity
		2.6. Customer Engagement
		2.7. Final Thoughts
			Review Questions
			Project Assignments
			References
	3. Customer Loyalty: A Prelude
		3.1. Introduction
		3.2. Customer Satisfaction
			3.2.1. Understanding Customer Satisfaction
			3.2.2. The Satisfaction – Dissatisfaction Paradigm
			3.2.3. Differentiating Customer Satisfaction from Customer Loyalty
		3.3. Customer Retention
			3.3.1. Understanding Customer Retention
			3.3.2. Differentiating Customer Retention from Customer Loyalty
		3.4. Brand Loyalty
			3.4.1. Understanding Brand Loyalty
			3.4.2. Differentiating Brand Loyalty from Customer Loyalty
		3.5. Final Thoughts
			Review Questions
			Project Assignments
			References
	4. Customer Loyalty: A Comprehension
		4.1. Introduction
		4.2. Loyal Customers
		4.3. Customer Loyalty: Meaning and Concept
		4.4. Defining Customer Loyalty
			4.4.1 The Rai–Srivastava’s Satisfaction – Emotion Quadrate Model of Customer Loyalty
		4.5. Significance of Customer Loyalty
		4.6. Final Thoughts
			Review Questions
			Project Assignments
			References
	5. Customer Loyalty: A Perspective
		5.1. Introduction
		5.2. Laws of Loyalty
		5.3. Raison D’être of Customer Loyalty
		5.4. Factors Affecting Customer Loyalty
			5.4.1. Core Product
			5.4.2. Satisfaction
			5.4.3. Elasticity Level
			5.4.4. The Marketplace
			5.4.5. Demographics
			5.4.6. Share of Wallet
		5.5. Classification of Customer Loyalty
		5.6. Final Thoughts
			Review Questions
			Project Assignments
			References
	6. Customer Loyalty: The Emerging Paradigms
		6.1. Introduction
		6.2. Customer Loyalty Development: Emerging Models
			6.2.1. The Loyalty Business Model
			6.2.2. Customer Loyalty Development Model
			6.2.3. Righteous Circle Model of Customer Loyalty
			6.2.4. Model of Customer Loyalty Categorisation
			6.2.5. Apostle Model of Customer Loyalty
		6.3. Building Customer Loyalty
		6.4. Building Loyalty Through Fun
		6.5. Recent Research in Customer Loyalty
		6.6. Customer Loyalty: The Role of Social Media
			6.6.1. Advocacy and Social Media
		6.7. Final Thoughts
			Review Questions
			Project Assignments
			References
Part Two: Customer Loyalty: The Research Framework
	7. Determinants of Customer Loyalty Formation
		7.1. Introduction
		7.2. Drivers of Customer Loyalty
			7.2.1. Trust
			7.2.2. Concern for the Customer
			7.2.3. Regularity of Contact
			7.2.4. Ownership Benefits
			7.2.5. Convenience to the Customer
			7.2.6. Consistency of Performance
		7.3. Formation of Customer Loyalty
			7.3.1. Service Quality
			7.3.2. Customer Satisfaction
			7.3.3. Corporate Image
			7.3.4. Trust
			7.3.5. Commitment
			7.3.6. Communication
			7.3.7. Service Recovery
			7.3.8. Switching Costs
			7.3.9. Emotions
		7.4. Determinants of Customer Loyalty and Their Impact on Loyalty
		7.5. Final Thoughts
			Review Questions
			Project Assignments
			References
	8. Customer Loyalty Outcomes
		8.1. Introduction
		8.2. Outcomes of Customer Loyalty
			8.2.1. Behavioural Loyalty
			8.2.2. Attitudinal Loyalty
			8.2.3. Attitude vs. Behaviour
			8.2.4. Cognitive Loyalty
		8.3. Customer Loyalty Outcomes – An Explanation
			8.3.1. Strength of Preference
			8.3.2. Advocacy/ Willingness to Refer
			8.3.3. Altruism
			8.3.4. Patronage Intentions
			8.3.5. Resistance to Change
			8.3.6. Share of Wallet/Exclusive Purchasing/Share of Category
			8.3.7. Price Indifference/Price Insensitivity
			8.3.8. Identification
			8.3.9. Exclusive Consideration
		8.4. Final Thoughts
			Review Questions
			Project Assignments
			References
	9. Customer Loyalty Assessment: Methods and Measurement
		9.1. Introduction
		9.2. Assessing Customer Loyalty
		9.3. Measurement Models in Customer Loyalty Research
		9.4. Methods and Mechanism for Assessing Customer Loyalty
			9.4.1. Measurement Scales for Customer Loyalty
		9.5. Final Thoughts
			Review Questions
			Project Assignments
			References
	10. Customer Loyalty: The Relationship Influencers
		10.1. Introduction
		10.2. Mediating influencer in Customer Loyalty Relationship
			10.2.1. Mediation – The Conceptual Framework
			10.2.2. Establishing Mediation
			10.2.3. Types of Mediation
			10.2.4. Estimating and Testing the Mediating Effects
			10.2.5. Researching Customer Related Constructs
		10.3. Relationship Influencers Moderating the Customer Loyalty Relationship
			10.3.1. Moderation–The Conceptual Framework
			10.3.2. Identifying Moderating Variables
			10.3.3. Testing the Moderating Effects
			10.3.4. Moderating Variables in the Service Quality–Customer Loyalty Link
		10.4. Final Thoughts
			Review Questions
			Project Assignments
			References
Part Three: Customer Loyalty: The Application Framework
	11. Customer Loyalty in the Services Sector
		11.1. Introduction
		11.2. The Service Sector in India: A Perspective
		11.3. Growth of the Service Sector in Modern Economy
		11.4. Characteristics of the Services Industry
		11.5. Significance of Customer Loyalty in the Services Sector
		11.6. Application Model of Customer Loyalty in the Services Sector
		11.7. Final Thoughts
			Review Questions
			Project Assignments
			References
	12. Customer Loyalty in the Retail Industry 199–
		12.1. Introduction
		12.2. Customer Loyalty Practices in the Retail Industry
			12.2.1. Shoppers Stop
			12.2.2. Tanishq
			12.2.3. Future Group
			12.2.4. Globus
			12.2.5. Vishal Mega Mart
		12.3. Final Thoughts
			Review Questions
			Project Assignments
			References
	13. Customer Loyalty in the Aviation Industry
		13.1. Introduction
		13.2. Customer Loyalty in the Aviation Industry
			13.2.1. Customer Loyalty Practices in the Indian Aviation Industry
		13.3. Final Thoughts
			Review Questions
			Project Assignments
			References
	14. Customer Loyalty in the Banking Industry
		14.1. Introduction
		14.2. Evolution of Banking in India
			14.2.1. Pre-independence Era (1786–1947)
			14.2.2. Post-independence Era (1947–1991)
			14.2.3. Post Liberalisation (1991 Onwards)
		14.3. Customer Loyalty Practices in the Indian Banking Industry
			14.3.1. The Punjab National Bank
			14.3.2. The Bank of Baroda
		14.4. Final Thoughts
			Review Questions
			Project Assignments
	15. Customer Loyalty in the Life Insurance Industry
		15.1. Introduction
		15.2. Insurance in India
			15.2.1. Structure of the Industry
		15.3. Life Insurance in India
			15.3.1. Life Insurers in India
		15.4. Customer Loyalty in the Life Insurance Industry
			15.4.1. Customer Loyalty Practices at Select Life Insurance Companies
		15.5 Final Thoughts
			Review Questions
			Project Assignments
			References
Author Index
Company/Brand Index
Customer Loyalty Programmes Index
Model Index
Subject Index