The Influence of Personal Values on Attitudes and Loyalty Stages

Although loyalty has been extensively investigated in the marketing discipline, there is a lack of attention to the relationship between personal values, loyalty and attitudes. Based on that, the objective of this study was to test the moderating role of personal values in the relationship between attitudes and loyalty tages from Oliver (1999). Data from a survey with 910 bank customers support the hypothesis that attitudes predicts loyalty, despite the structural model does not reveal statistically significant differences among customer clusters (self-promotional and selftranscending Hedonic). However, when comparing Loyalty means among segments, it can be noted that (i) the self-promotional and self-transcendent clusters were different at the cognitive and affective stages, and (ii) the self-promotional differed from the hedonic in the action stage. Finally we discuss the theoretical and managerial implications and provide suggestions for future research in the area.