Componenti valutative e comportamentali della fedeltà al punto vendita

This paper investigates the determinants of behavioural loyalty in retailer-consumer relationships. It aims to demonstrate that also relational dimensions play an important role to support loyal behaviours, beyond satisfaction, often advocated as one of the major determinants. The paper presents and tests a conceptual model of the process by which satisfaction and attitudinal loyalty – with commitment and affective loyalty as its antecedents – enhance behavioural loyalty.Results confirm that attitudinal loyalty significantly affects behavioural loyalty and that satisfaction plays a marginal role.