Demographic Correlates to Loyalty in Frequently Purchased Consumer Services

Abstract

This research examines eight commonly purchased services to determine whether demographics arc associated with consumer loyalty to those services, both individually and collcc- tively. The nature of service loyalty is briefl discussed and some important distinctions between it and brand I' oyalty are identified. Findings indicate that, like brand loyalty, service loyalty has some demographic correlates, but they are few and weak. I.Iowever, when strong loyalty is examined, some consistent patterns result. Implica- tions for services marketers are reviewed.