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Community, Fortitude, Satisfaction, And Loyalty: Tests Of Oliver's Proposed Frameworks, J. Martin Fraering

Theses and Dissertations - UTB/UTPA

This paper discusses tests of two competing loyalty frameworks proposed by Richard L. Oliver. The cognition to action (CTA) loyalty model specifies four phases: cognitive loyalty, affective loyalty, conative loyalty, and action loyalty, a framework originally discussed by Oliver. The fortitude-community (F-C) loyalty model argues that loyalty is a function of the degree of personal fortitude and the extent to which customers feel that they are members of a community of consumers. In both of these models loyalty is posited to arise from customer satisfaction. Research hypotheses are formulated that assert positive relationships between satisfaction and various loyalty constructs. The …