Abstract
The article presents an integrated conceptual framework for customer loyalty that incorporates both attitudinal as well as behavioural aspects of loyalty and proposes a model based on three parameters that covers a total of eight different stages of loyalty including 'action loyalty'. The contention of 'action loyalty' posits that a customer with 'action loyalty' for a brand purchases the preferred brand product or service against all odds and at all costs. The proposed model explains different stages of loyalty by considering various hypothetical situations. In turn, these situations can be related with any brand which will help the brand to match its current position with one of the loyalty stages in the model and also to switch from one stage to another in order to achieve absolutely loyal customer.
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