Journals › Kelaniya Journal of Management
Relationship between consumer acquisition efforts and consumer loyalty
Kelaniya Journal of Management 5(1): 1–31 · 2016
https://doi.org/10.4038/kjm.v5i1.7503
Abstract
Consumer Relationship Management is an integrated approach to manage long-term consumer relationships by implementing the practices of right acquisition and retention efforts. The purpose of study is to examine the key role of consumer acquisition efforts in driving consumer loyalty through direct and indirect approaches. The empirical study has been conducted by taking a sample of 600 consumers from three diverse service categories, i.e. Health, Retail, and Wellness. In order to observe the service category as moderator, the present research aims to implement the multiple-group analysis in CFA and SEM through AMOS17.0. Results suggest that in health and wellness sectors, consumer acquisition efforts are positive enough to create behavioral loyalty only. No direct effect of consumer acquisition efforts on consumer loyalty has been reported across three service sectors. This paper empirically provides a detailed assessment of acquisition drivers that help a firm to build a loyal consumer base.
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