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| Author: | Helgesen, Ø. |
| Title: | Are loyal customers profitable? Customer satisfaction, customer (action) loyalty and customer profitability at the individual level |
| Journal: | Journal of Marketing Management
2006 : APR, VOL. 22: 3-4, p. 245 - 266 |
| Index terms: | customers profitability |
| Freeterms: | loyalty satisfaction |
| Language: | eng |
| Abstract: | The relationship between customer satisfaction, customer loyalty and profitability is usually conceived as clear as crystal and it is often taken for granted. However, not many studies have explored this important connection. This article concentrates on an individual customer and considers the links between satisfaction, loyalty and profitability. Two hypotheses are presented and tested; (1) higher levels of customer satisfaction lead to higher loyalty of the customer and (2) higher levels of customer loyalty generate higher profitability of the customer. It is no surprise, that support for the hypotheses is found. However, the relationships between the variables do not occur as linear, and they are valid only beyond certain levels of thresholds. Further, the explanatory power of individual variables seems to be quite low. |
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