Customer loyalty in electronically mediated environments

For brands that are consumed in electronically mediated environments (EMEs), customer loyalty is a strategic imperative. We report results from a qualitative study where consumer descriptions of their brand experiences were used to develop key loyalty themes for six brands in three categories. Consumer loyalty can be characterized along seven consumption bases, though different brands and categories are positioned differently along these bases. Importantly, we posit a process model showing that loyalty builds over time as consumption proceeds through the stages of adoption, conversion, and (dis)adoption. A key factor in converting new adopters to be loyal is the extent of efficiency and effectiveness perceived along these loyalty bases. The process of customer loyalty emerges as complex and multi-faceted being punctuated by chance events.