Abstract
The purpose of this study was to examine the influence of Customer Loyalty-Satisfaction link on the usage of services. This study uses Jones and Sasser’s conceptual framework of Customer Loyalty-Satisfaction link which classifies customer into four different groups: Loyalists, Hostages, Mercenaries and Defectors. Using two services [Mobile Phone (N=588) & Credit Card (N=220)], consistent support was found for (a) Loyalists emerged as the heaviest users of services while (b) Hostages were found as the lightest users of services.
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