Author(s):
Jobin Sabu, Akhil Satheesh, Smita Mehendale
Email(s):
jobin.sabu2019@sims.edu , akhil.satheesh2019@sims.edu , smita.m@sims.edu
DOI:
10.5958/2321-5763.2018.00120.8 
Address:
Jobin Sabu1, Akhil Satheesh1, Smita Mehendale2
1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India
2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India
*Corresponding Author
Published In:
Volume - 9,
Issue - 1,
Year - 2018
ABSTRACT:
Customer loyalty is about preferences where people choose particular products and shops over other products and shops by other companies. Customer loyalty has always been an important factor of study as far as relationship marketing is concerned. A loyal customer is not just a profit to the business but also a motivation to the developers and producers. The objective of this research was to find out the aspects of customer loyalty and therebyidentifying the themes of the same. Systematic literature review methodology has been used for the development of this paper. Based on the 42 articles collected from various databases like Emerald, Scopus and Science Direct and Ebsco’s Business Host Ultimate, the themes identified for customer specific aspects were Behavioural and Attitudinal characteristics, for marketing mix the aspects were Product, Promotion, Service Quality and Social Media while company specific aspects were Competition, Localization and Innovation. The scope of this study is limited due to few limitations like limited time and budget.
Cite this article:
Jobin Sabu, Akhil Satheesh, Smita Mehendale. Customer Loyalty: A Methodological and Thematic Review. Asian Journal of Management. 2018; 9(1):767-773. doi: 10.5958/2321-5763.2018.00120.8
Cite(Electronic):
Jobin Sabu, Akhil Satheesh, Smita Mehendale. Customer Loyalty: A Methodological and Thematic Review. Asian Journal of Management. 2018; 9(1):767-773. doi: 10.5958/2321-5763.2018.00120.8 Available on: https://ajmjournal.com/AbstractView.aspx?PID=2018-9-1-120