Abstract

Industries have been emphasizing customer loyalty to ensure business sustainability. A lot of constructs influence customer loyalty, and this paper focuses on perceived value, social bond, and switching cost. What is actually behind customer’s retention with the firms becomes exciting topics to be explored since firms will employ the best strategy to retain customers, either through offering superior value, investing in a relationship, or in setting up switching costs. This study is designed to develop integrative constructs of customer loyalty and investigates their antecedents using the literature review method. Perceived value tends to be evaluated from an economic benefit perspective since this paper refers to some business practices in chemical industries that concern cost. Purposely, to achieve this economic value, both firms and customers need to work closely, transparently, and cooperatively since the beginning; hence, it needs an interpersonal relationship between parties. With more transferred information from the customer and more transparent communication, firms will be able to identify the customer’s need and deliver tailored superior value. This literature review finds that excellent value and the social bond become financial and relational switching costs for the customer. By understanding antecedents of loyalty, a firm can develop a social bond, superior value, and set up switching costs to create loyalty and build a sustainable business relationship.

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