Models and Theoretical Approaches on the Concept of Loyalty: An Analysis of Paradigms and Orientations in the Marketing Literature

Résumé

Loyalty is a universal concept that has always been of interest to researchers around the world, as well as to professionals who are continuously looking for new efficient methods of Customer Satisfaction Management, particularly in a context materialized by risk and uncertainty, which could lead to crises with globally disastrous consequences. The idea of this theory-based paper is inspired by the research work of "Jean Frisou" carried out in 1997 on customer loyalty. It is a rather different point of view from other studies regarding the concept. This one is premised on the theoretical models emanating from the paradigms and the approaches that exist around Customer Loyalty. This present work intends to present these models, explain their sources and analyze the circumstances from which they arise. While projecting them over other sub-concepts, particularly satisfaction, trust and commitment, the final objective is to demonstrate the links that connect them. A critical analysis has been carried out for each model, taking into account the dimensions that constitute the best advantage as well as the shortcomings. In the end, an integrative model was proposed to include all the models concerned and to give a fairly global view of the fidelity spectrum. This paper also constitutes an important axis as part of our fundamental questioning on the use of Information Systems (IS) in the management of customer dissatisfaction and loyalty. This literature review on the latter concept is part of a set of articles on the key concepts of our questioning: customer dissatisfaction and IS, to draw up a more general view of the connections between the various concepts before devising whichever theoretical model is most exhaustive.

JEL Classification: M31

Paper type: Theoritical research