FIDELIDADE EM COMPRA DE ELETRODOMÉSTICOS NO VAREJO

ABSTRACT The subject of this paper is concerned to theoretical considerations about loyalty. It presents important issues necessary to maintain and/or reinforce loyalty. Besides, it shows a model which allows joining some variables aiming the construction of a multidimensional concept of loyalty. It is illustrated with a descriptive research carried out in the city of Araxá, Minas Gerais. The sample was probabilistic and 221 consumers were interviewed in January 2000.