A behavioral loyalty model of portable computers' users

Abstract

With the increasing development of technology, laptop producers have intended to satisfy the customers by providing them new and diverse products, while copying products and introducing new products by competitors have increased the customer expectation level too. So, emphasizing the customer loyalty and preserving them have seemed to be necessary. In this paper, a model has been used which was presented by Bennett in 2007 for investigating factors affecting Attitudinal and Behavioral Loyalty. Meanwhile, due to the importance of both Brand Trust and Brand Equity variables in Brand Loyalty area, hence, these two variables using Taylor model have been added to Bennett Model. The results of research showed that the customer satisfaction, brand trust, brand equity and attitudinal loyalty have a positive impact on the behavioral loyalty. Moreover, the impact of Category Involvement on satisfaction and attitudinal loyalty was not approved.