Customer behaviour vis-à-vis loyalty model: south asian perspectives

Understanding consumer behaviour in a cross-cultural environment is an essential part of marketing activities in a world that is becoming more consumer-centric. Apart competitive and economic advantages also stemming from the strengthening of customer Relationships. Many studies in this regard has been developed into the business to business marketing field, antecedents and consequences of market relationships which identify cognitive, affective and behavioural constructs (satisfaction, trust, loyalty and cooperation)and overall that qualifies the relationship life cycle, from customer satisfaction up to customer loyalty and partnership. Starting from an overview of the literature, this paper proposes a dynamic model of customer behaviour vis-à-vis loyalty model how does it play an effective role in loyalty generation in the marketing relationship perspective. The paper aims to identify the antecedents and the consequences of the evolutionary links between the several relational constructs connected with customer satisfaction and loyalty with special reference to South Asian perspectives. Overall this paper formulates research propositions on the loyalty development process, which will have to be empirically tested in order to theories a model of customer buying behaviour useful for loyalty management purposes, both in B2B and B2C markets.