DETERMINANTS OF CUSTOMER LOYALTY: A LITERATURE REVIEW AND FUTURE DIRECTION

Authors

  • Nur Najwa binti Ies
  • Nazlyatul Nazlya binti Mat Salim
  • Nur Fazreen binti Mazlan
  • Anis Noraina binti Aminuddin
  • Syukurriah binti Idrus

Abstract

The purpose of this paper was to analyse previous on customer loyalty from difference academic perspective. The customer loyalty was resulted from a good customer relationship by a company which might develop long term relationship between customer and the brand of the company. One of the reasons of strong attachment between customer towards one brand were because of effective marketing strategies. This review of literature was from few search engine Scopus. Customer Loyalty was also a result when a business continually meets and exceeds the needs of its customers. It's all about like and trusting the product and brand. This review paper tends to examine the concept of customer loyalty and its relevant in enhancing the customer relationship. The literature review on customer loyalty has been determine from 2016 -2022 using few databases search. The review discovered a number of antecedents and their value in terms of consumer loyalty. It is hope that this review will provide more insight about customer loyalty and research priorities.

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Published

2022-08-31

How to Cite

Nur Najwa binti Ies, Nazlyatul Nazlya binti Mat Salim, Nur Fazreen binti Mazlan, Anis Noraina binti Aminuddin, & Syukurriah binti Idrus. (2022). DETERMINANTS OF CUSTOMER LOYALTY: A LITERATURE REVIEW AND FUTURE DIRECTION. International Journal of Accounting, Finance and Business, 7(42). Retrieved from https://academicinspired.com/ijafb/article/view/480

Issue

Vol. 7 No. 42 (2022): Volume: 7 Issues: 42 [August, 2022]

Section

Articles