Loyalty Among Relationally Oriented Customers: Not Just an Issue of Managing Satisfaction: Working Paper Series--02-27

This paper explores empirically the relative impacts of satisfaction, brand community, and consumer experience on customer loyalty as expressed by future purchase intentions. Data drawn from qualitative research and a survey of relationally-oriented customers in a casino setting indicate that satisfaction yields to brand community as a key driver of loyalty. Important implications of this research for theory as well as marketing practice are discussed