Working Paper

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

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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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