An Assessment of Reliability and Validity of the Attitudinal and Behavioural Typology of Customer Loyalty in a Developing Country: Evidence from Zimbabwe
Considerable attention has been given to the construct of customer loyalty in marketing practice and research. However, this construct remains relatively unexplored. Its measurement has generated substantial debate and confusion. The introduction of the attitudinal and behavioural approach to the measurement of customer loyalty has managed to bring marketing minds together. And yet, there is a dearth of empirical evidence on the reliability and validity of this approach. This study, therefore, sought to assess the reliability and validity of the attitudinal and behavioural typology of customer loyalty in Zimbabwe, a developing country. The study took a cross-section of 400 consumers in two major cities (Harare and Bulawayo) in Zimbabwe. An interviewer-administered questionnaire was used to collect data. Consumers were randomly intercepted while shopping in major supermarkets. A measurement model was developed and validated using structural equation modelling in AMOS 21. The study established that the attitudinal and behavioural typology is a reliable and valid measure of customer loyalty. Thus, the attitudinal and behavioural typology of customer loyalty is applicable in developing countries such as Zimbabwe. Marketing practitioners and researchers in developing countries are, therefore, recommended to consider both attitudinal and behavioural components when planning customer loyalty programmes and conducting consumer research.