Loyalty's Antecedents

What is it about?

This article presents the details of a study aimed at empirically verifying the constructs of trust, value, and satisfaction as antecedents of loyalty. Furthermore, the article investigates the debate on the differences in magnitude of influential relations by antecedent constructs on loyalty in three distinct activity segments in Brazil–Clothing Retail, the Banking Sector, and Distance Education.

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Why is it important?

The results of the cross-sector research pointed out the relevance of value as the most significant antecedent of customers' loyalty. These results also showed the importance of each of the antecedents studied in building customers' loyalty. Academic and management implications are presented.