Keywords
ABC attitude model
Jewelry industry
Submitted : 2025-01-21
Accepted : 2025-02-05
Published : 2025-02-20
Abstract
The jewelry industry faces intense competition, making customer loyalty essential for sustained success. This paper examines customer loyalty through the lens of the ABC attitude model, which encompasses cognitive, affective, and behavioral dimensions. Cognitive factors, such as perceived quality and brand reputation, establish the foundation of trust, while affective factors, including emotional attachment and trust, strengthen customer relationships. Behavioral factors, such as repeat purchases and advocacy, reflect observable loyalty actions. The study proposes strategies to enhance loyalty, including delivering superior products and services, strengthening customer relationship management, and leveraging word-of-mouth and digital marketing. These approaches provide actionable insights for building long-term customer relationships in a competitive market. Future research could explore emerging technologies and cultural influences to further refine loyalty strategies. This research highlights the multidimensional nature of customer loyalty and offers practical recommendations for jewelry enterprises.
References
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