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Article
The Effect of Personal Values on Consumer Loyalty
Laura Šalčiuvienė, Viltė Auruškevičienė, Kevin Lee
ABSTRACT. Personal customer values are vital to gaining a deeper understanding of customers and their retaining behaviour that leads to long-term relationships and thus continuing profitability. The study assesses the impact of personal customer values on customer loyalty in petrol station retailing industry. An empirical analysis with a nationwide sample in Lithuania was carried out in order to evince how dimensions of both customer loyalty and personal values are related. Using path analytical approach, the findings suggest that different personal customer values influence different dimensions of customer loyalty. Implications of our analytical model for value and customer behaviour theory, practice and directions for future research are discussed.
KEYWORDS: petrol station retailing industry, personal customer values, customer loyalty, Lithuania.
JEL classification: M31, P2.