Abstract
Loyalty is often viewed as a downstream variable. That is, loyalty develops following a
positive experience or satisfaction with a good or service received and is used as a measure of
success (Aksoy 2013). Indeed, this perspective is popularly adopted in current research on
learning, where loyalty is viewed as an outcome of the learning process. Although, typically
loyalty is measured as loyalty to a learning provider (Pham et al. 2019), rather than loyalty to
the action of learning. Indeed, loyalty has been less examined as part of a process of ongoing
behaviour, despite repeat actions being a part of most definitions of loyalty (Aksoy 2013) and
firms seeing loyalty as a strategic asset for long-term relationship building in B2B channels
(Keeling et al. 2019). In this chapter, we position loyalty as part of a process of learning and
identify, what we term, Loyalty-Based Learning (LBL) as an underpinning concept for
driving learning in B2B channel enablement programmes. LBL is, we argue, a fundamental
principle of programmatic design to drive learning in B2B channels, rather than being seen as
an outcome of learning or a discrete asset
positive experience or satisfaction with a good or service received and is used as a measure of
success (Aksoy 2013). Indeed, this perspective is popularly adopted in current research on
learning, where loyalty is viewed as an outcome of the learning process. Although, typically
loyalty is measured as loyalty to a learning provider (Pham et al. 2019), rather than loyalty to
the action of learning. Indeed, loyalty has been less examined as part of a process of ongoing
behaviour, despite repeat actions being a part of most definitions of loyalty (Aksoy 2013) and
firms seeing loyalty as a strategic asset for long-term relationship building in B2B channels
(Keeling et al. 2019). In this chapter, we position loyalty as part of a process of learning and
identify, what we term, Loyalty-Based Learning (LBL) as an underpinning concept for
driving learning in B2B channel enablement programmes. LBL is, we argue, a fundamental
principle of programmatic design to drive learning in B2B channels, rather than being seen as
an outcome of learning or a discrete asset
| Original language | English |
|---|---|
| Title of host publication | Handbook of Research on Customer Loyalty |
| Publisher | Edward Elgar Publishing Limited |
| Chapter | chapter 13 |
| Publication status | Accepted/In press - 4 Jul 2022 |