Customer loyalty is related to the strength of product and their relationship between an individual’s relative attitudes towards repeat patronages. Objective of this study was to evaluate the customer loyalty theory and its antecedents and to critically analyze various models on the customer loyalty developed by different authors. Rational of this study was to evaluate customer relationship methods that used by retailers to assess the loyalty behaviour of customer and behavioural understanding of this kind of problem is too important to analyze. Conceptual study method was used for the evaluation of customer loyalty with the help of present theories on store loyalty. Finally, researcher has concluded that customer loyalty is depending on two dimension of nature in which behavioural aspect is one dimension and other attitudinal.
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