Purpose – Although the benefits of customer loyalty are well researched and understood, a clear explication of how customer attitudinal loyalty evolves is lacking. Cultural discrepancies across contexts are also argued as restraining the search for universal and dominant antecedents of...

Purpose The purpose of this paper is to examine how firms can influence customer loyalty through customer commitment by leveraging two constructs of service quality: service assurance and service reliability. Design/methodology/approach The analyses are based on 138 responses retrieved from...