Developing a conceptual model of customer loyalty using meta-synthesis

Abstract

The following research is the base for loyalty formation in current conditions where many profitable opportunities from enterprises have still remained unknown or not completely identified. Application and management of customer loyalty system is a powerful and important strategy for customer-orientation in any enterprise. Customer loyalty enables enterprises to achieve a higher efficiency using such strategy and provide more favorite services by spending less time and cost. The main goal of this study is to realize reasons of weak performance in the previous researches conducted on loyalty during the last three decades. Identification of basic and determinant factors in applicability of studies on loyalty is now accounted for a valuable research. The first step involves pathology of the earlier studies about loyalty. The present work has thus been done to identify the existing condition of previous studies using meta-synthesis qualitative method. Research tools are past deeds and documents in this field which include total number of 27 researches. Method of research is data analysis based on open code. The obtained results have shown that 28 identified loyalty codes can be categorized under 11 main factors. Finally, the required recommendations will be made accordingly.