THE IMPACTS OF PRICE OF THE PRODUCT, QUALITY OF PRODUCT, CUSTOMER SERVICE AND CUSTOMER BEHAVIOUR TOWARDS CUSTOMER LOYALTY IN KLANG VALLEY

Customer loyalty is explored as a paradox between attitude-based commitment and passive brand acceptance. While many organizations rely on loyalty programs, empirical research suggests that in competitive repeat-purchase markets, loyalty is often driven by the regular acceptance of brands rather than deep-seated attitudes. This study provides a framework for understanding loyalty through three dimensions: Customer Brand Commitment, Customer Brand Acceptance, and Customer Brand Buying. It evaluates the "demand-side" potential of loyalty programs, analyzing where they succeed and where they fail. Loyalty is defined as a multi-dimensional construct covering behavioral aspects (purchase frequency, quantity, and range) and positional aspects (customer approach to the business).