Working Papers

Unpacking Loyalty: How Conceptual Differences Shape the Effectiveness of Customer Loyalty

George F. Watson IV, Joshua T. Beck, Conor M. Henderson, and Robert W. Palmatier

Oct 8, 2013

Synthesizes theoretical and empirical loyalty research in two studies: an item-level content analysis of loyalty research and a meta-analysis of 130 independent samples from 116 articles. 

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