Purpose – The purpose of this paper is to focus on establishing individuals' levels of loyalty and what sustains and develops their customer loyalty. This paper recognises the importance customer loyalty has for many competitive organisations and industries. However there has been less focus...

Purpose – This paper seeks to explore the complex inter‐relationships between the attitudinal and behavioural dimensions of customer loyalty development, by examining the dynamic processes by which customer loyalty is initiated and sustained using a mixed methods approach. In doing so, the...