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Introduction
In modern business conduct, there is continuously increasing competition that made many companies, mainly those in services, realise the importance of customers' retention for their survival. This realisation led to a fundamental shift from a strategic perspective towards developing relationship marketing (RM) strategies and the application of relevant tactics (Santouridis and Veraki, 2017). Customer lifetime value (CLV) is an important part of customer relationship management (CRM), and it is one of the most important factors to consider when making marketing decisions (AboElHamd et al., 2021; Dahana et al., 2019; Qi et al., 2012). CLV refers to “the present value of the future cash flows attributed to the customer relationship” (Zhang et al., 2016, p. 2). To measure CLV, a company must first define the key factors that will contribute to CLV maximisation (Segarra-Moliner and Tena-Moliner, 2016). According to Chen (2012), CLV can be measured from a marketing index, including attitudinal loyalty and behavioural loyalty. Consequently, current research will adopt true brand loyalty (attitudinal loyalty and behavioural loyalty) to measure CLV.
According to Ong et al. (2018), scholars appear to have no consensus of brand loyalty constituents. The literature review shows that different measurements have been used for loyalty by researchers in the service industry. For example, repeat purchases were used the most as a measurement of brand loyalty by the previous studies. Attitudinal loyalty was used by other studies (Dandis and Wright, 2020). Despite that, employing a multi-dimensional method is important for customers' true brand loyalty measurement (Ong et al., 2018; Dick and Basu, 1994; Jacoby and Chestnut, 1978; Day, 1969). This perspective proposed that brand loyalty must include both attitudinal and behavioural components. For example, Hu et al. (2010) described “true” brand loyalty as the preferential attitude and behavioural response to a brand in a product category articulated over a period of time by a customer. Raimondo et al. (2008) agreed on the idea of brand loyalty is a result of repetitive purchases in addition to the commitment to a brand happening as a result of a favourable attitude. Brand loyalty’s strongest conceptualisation is a multi-dimensional construct that considers both attitudinal and behavioural aspects (Dick and Basu, 1994).
Repurchase intentions (RIs), word of mouth (WOM) and willingness to...