Abstract
Quality, satisfaction and brand loyalty are constructs that have been discussed for decades, but the concept of ultimate loyalty challenges the previously established loyalty studies. Therefore, the research aimed to: a) identify ultimate loyalty determining indicators; b) identify its antecedent constructs; c) evaluate the relationship between antecedents and ultimate loyalty. This study employs a two steps approach, qualitative and quantitative. In the first, it was identified, through semi-structured interviews, determining attributes in shaping group loyalty. Based on such data, a survey questionnaire was elaborated with 32 statements. For data analysis, Partial Least Squares (PLS) was used. From the results, it can be stated that product uniqueness, adorable product, product desirable by a defined market segment and individual fortitude are constructs that drive ultimate loyalty. It is also observed that belonging to a social network is not important predictor of ultimate loyalty.
Highlights
In the scientific literature on Relationship Marketing, some concepts have already been explored and investigated by many researchers
Ultimate loyalty begins with individual good will and determination, and reaches the apex with consumer selfidentification, who buy the product regardless other offers available in the market, provided that it is supported by users from the same community (Oliver, 1999)
An analysis of variance (ANOVA) was estimated, which indicated no significant differences between the two samples
Summary
In the scientific literature on Relationship Marketing, some concepts have already been explored and investigated by many researchers. Customer satisfaction and brand loyalty are constructs that have been permeating the literature for decades. There are a great number of works detailing antecedent and consequent relationships between these constructs, such as the ones carried out by Lipstein (1959), Kuehn (1962), Day, 1969, Jacoby and Kyner (1973), Jacoby and Chestnut (1978), Tse and Wilson (1988), Dick and Basu (1994), Jones and Sasser (1995), Garbarino and Johnson (1999), and Oliver (1997, 1999). The members of this group are well-known Harley Davidson’s loyal clients (Oliver, 1999; Malhotra, 2001)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
