Ultimate Loyalty: a Case Study of Harley-Davidson Clients

Abstract

Quality, satisfaction and brand loyalty are constructs that have been discussed for decades, but the concept of ultimate loyalty challenges the previously established loyalty studies. Therefore, the research aimed to: a) identify ultimate loyalty determining indicators; b) identify its antecedent constructs; c) evaluate the relationship between antecedents and ultimate loyalty. This study employs a two steps approach, qualitative and quantitative. In the first, we identified, through semi-structured interviews, determining attributes in shaping group loyalty. Based on such data, a survey questionnaire was elaborated with 32 statements. The sample of both steps was composed of Harley-Davidson customers. For data analysis, Partial Least Squares (PLS) was used. From the results, it can be stated that the constructs product uniqueness, adorable product, product desirable by a defined market segment and individual fortitude are constructs that drive ultimate loyalty. It is also observed that belonging to a social network is not an important predictor of ultimate loyalty. (English) [ABSTRACT FROM AUTHOR]