Journal article

Predicting Personal Loyalty to a Service Worker

Liliana L Bove, Lester W Johnson

Australasian Marketing Journal | SAGE Publications | Published : 2002


The role of trust and commitment in the prediction of a customer's personal loyalty to an individual service worker was investigated. Personal loyalty was defined as a customer's level of attachment to and exclusive use of a service individual. It was measured by the customer's attitude or relative attitude towards the service worker (relative to other service workers he/she is aware of, or has experienced in the service delivery), and the customer's level of exclusive use of the service worker over a defined period of time. The hairdressing context provided a research setting in which personal loyalty could exist. Multiple linear regression found that customer commitment to the hair stylis..

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University of Melbourne Researchers

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