Author(s): Paul RIK, Abhilash Ponnam, Rathi Rubal and Dileep Kumar Singh
The first objective of the research is to explicate the steps of progression in customer loyalty. The second objective of the study is to identify important perceived value dimensions that service providers should orchestrate according to the current stage of customer loyalty; so that customers can progress to the next higher level of loyalty. We used a host of complex multivariate techniques on survey data collected. Following loyalty progression was found non-loyal state ??? spurious loyal state ??? latent loyal state ??? true loyal state. In the shift from non-loyal to spurious loyal, only social value is found significant. In the shift from spurious loyal to latent loyal, aesthetics, efficiency, and play are found significant. In the shift from latent loyal to true loyal, the value dimensions: quality, social, and altruistic value are found significant. Managerial implications are discussed in the light of the above findings.