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.)
KEYS: STANDING OUT FROM THE CROWD, Making Your Mark in the Moments That Matter [Webinar recording]
This session sees us explore how we can cut through the noise and ensure the product, service or experience we are offering stands out at those moments that really matter. Our experts will be sharing our latest analysis of how consumers react in different contexts - and reflecting on the implications.