In the second part, we discussed the categories of loyalty according to the relationship between behaviour and attitude. This classification was first put forward by Day, G. S. in his article “A Two – dimensional Concept of Brand Loyalty” (1969), in which he suggested four loyalty patterns: true, latent, spurious and low, based on combinations of strong or weak attitudes and high or low repeat behaviour.
As independent segments, each of these classifications is subject to different marketing strategies. These patterns have been studied and updated over the years and today represent a valuable source for market research and the classification of its participants.
Below, we will explain loyalty, starting with a high relative attitude and variations in behaviour:
Loyalty
(High attitude–High behaviour)
This is true loyalty. It represents the best outcome for both the customer and the company. The customer defends the company “tooth and nail”, repeats their purchase behaviour and is less vulnerable to competitors’ offers. It reflects consistent customer commitment and represents a favourable relationship between high relative attitude and high purchase/visit repetition.
Within this type of loyal customer, so-called “apostles” are often identified. These are the ideal customers that every company aims to attract. They perceive their experiences as exceeding their expectations, and their level of satisfaction is such that they share their delight with others.
Another type of loyal customer is the so-called “extremely loyal” customer, characterised by using the service regularly, appreciating it and never considering the use of another provider of the same type of service.
In general, loyal customers actively participate in the purchase decision, based on various perceived and referenced aspects of the service, and perceive a high risk in changing brands.
This is possibly the key segment towards which we should direct all our efforts. To do so, we must take specific actions to retain and grow this type of customer, increasingly exceeding their expectations.
Some of these actions could be aimed at reinforcing attitude and behaviour by improving brand quality, offering greater value, adding services, and so on.
Latent loyalty.
(High attitude–Low behaviour)
Also known as involuntary loyalty. It is associated with a high relative attitude and low purchase repetition. The influence of other people, economic constraints, distribution channels and location, or other social or situational variables may influence or prevent this brand, rather than another, from being purchased or “preferred”.
This is an important segment for company analysis and attention, as these individuals represent potential customers.
This category includes so-called “mercenaries”, who pursue low prices, hunt for deals, follow fashion trends, make impulse purchases or simply change for the sake of change, hence their low purchase repetition.
These “mercenaries” are capable of challenging the satisfaction–loyalty rule, as they may be satisfied but not loyal. They leave very easily, so they should not be an appropriate target for the company, particularly as acquiring them requires a high cost.
To convert this type of customer into truly loyal customers, it is necessary to address or eliminate the situational factors that directly influence the purchase decision
