Attitudinal loyalty is when a customer chooses to be loyal because of a positive brand preference (a brand fulfils key functional and/or emotional needs or the customer has an emotional affiliation with the brand). Attitudinal loyalty does not necessarily equate to behavioural loyalty and does not necessarily mean that the customer is a large user of the brand.
Behavioural loyalty is when a customer continues to buy/use a particular product, service or brand (at least as much as before). But there are a number of different reasons for this, including:
- Attitudinal loyalty/Active Loyalty; "I have a positive brand preference"
- Apathy/Habitual Loyalty; "I can't be bothered, too much hassle, they're all the same", etc.
- Captive loyalty; I'm stuck in something I don't like but it's difficult to switch" (cost, barriers, availability, etc.)