Value-based Customer Loyalty Evolution

Abstract

Customer loyalty evolution experienced cognitive-affective-conative-action sequence. During the process of cognitive loyalty forming, utilitarian value is the primary factor of customer value, which drive the forming of cognitive loyalty via customer satisfaction; From cognitive loyalty to affective loyalty, hedonic value is the crucial impetus to drive the evolution via customer satisfaction and customer trust; From affective loyalty to conative loyalty, customer value perception is more nonfigurative and general, and drive the evolution via customer satisfaction and customer commitment; From conative loyalty to action loyalty, the evolution is driven by customer commitment and switching barrier which was determined by value perception.