The effect of interpersonal attachment styles on customer loyalty in South African millennials

Grieve, Elizabeth
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ABSTRACT When a firm develops a customer relationship management strategy to foster greater customer loyalty, they will need to consider whether there are specific traits which will benefit them or be to their detriment. Interpersonal attachment style may be one of these traits, as it may determine how customers behave in their relationships with companies and brands. This study introduced a theoretical framework which looked at whether interpersonal attachment style played a mediating role between the antecedents of loyalty and customer loyalty (using recommend and repurchase intent). The author tested these predictions using survey data from 115 millennials and analysed it using structural equation modelling. While the results showed that interpersonal attachment style did not playing a mediating role in this relationship, it did have a direct impact on the antecedents of loyalty and customer loyalty. Securely attached millennials were shown to be more loyal than those whose attachment style was classified as insecure-avoidant. However, millennials with an insecure-ambivalent attachment style only experienced higher scores with regards to the antecedents of loyalty, but not customer loyalty itself. This research reaffirmed that interpersonal attachment style can be useful a customer segmentation criterion, which can be used to help firms divert resources to the customers who will reward them and their bottom line.
M.B.A, Thesis
Customer relations, Consumer satisfaction, Customer loyalty -- South Africa, Attachment behavior.