The paper presents a multidimensional model of customer loyalty to the retailer as a brand in which its components - cognitive, affective, conative and behavioral - are linked in a causal sequence. At the same time, attitude towards the retailer acts also directly on behavioral loyalty. Therefore, the study focuses on the conceptualization of the customer loyalty construct, analyzing the role of its components and the relationships between them. The model is tested applying SEM to the data collected admini stering a structured questionnaire to a large sample of retail customers, in-store. Results confirm the model goodness and pave the way to theoretical and managerial marketing implications.
Keywords: Customer loyalty to the retailer, attitude towards the retailer, customer satisfaction, affective loyalty, conative loyalty, retail grocery