An empirical investigation of two categories within the Lovelock service typology as they relate to service loyalty
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Date
1984
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Abstract
This study has investigated the usefulness of the Lovelock service typology in distinguishing between broad groups of consumer services based on the degree of loyalty they are accorded. The object of the service and the role of personal service in service provision were the focus of the research. It was hypothesized that person-object services, and those for which personal service played a primary role, would enjoy greater degrees of loyalty than property-object services and secondary-role services. A judgmental sample of male and female civic and professional club members in Memphis, Tennessee were surveyed using a self-administered questionnaire. A repeated measure design was employed and the data analyzed using MANOVA and ANOVA. The data failed to support the research hypotheses of the study. Because of inconsistencies in service selection and sample representativeness, however, it was difficult to draw firm conclusions concerning the utility of the typology itself. Consumer correlates to service loyalty were also investigated. As with prior brand loyalty research, significant correlates were found to be both few and weak. Some evidence was found of correlates to loyalty for strongly loyal consumers. The study has established what is felt to be a reliable and valid measure of service loyalty based upon a brand loyalty measure reported by Day.
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Typescript (photocopy).
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Marketing