The Nature of Industrial Source Loyalty: An Attitudinal Perspective

Abstract

Loyalty represents an important outcome of buyer-seller relationships, with major implications for the design of industrial marketing strategies. Source loyalty is the behavioral predisposition that tends to favor previous suppliers with whom the buyer is familiar (Jarvis and Wilcox, 1977; Morris and Holman, 1986). It is somewhat analogous to consumer brand loyalty, the definition of which has generated considerable controversy.