Curvilinear Effects of Consumer Loyalty Determinants in Relational Exchanges

Journal of Marketing Research Vol. XLII (February 2005), 96–108 *Clara Agustin is Assistant Professor of Marketing, Area of Management and Organization Studies, Department of Business and Economics, Universitat Pompeu Fabra (e-mail: [email protected]). Jagdip Singh is Professor of Marketing, Marketing and Policy Studies Department, Weatherhead School of Management, Case Western Reserve University (e-mail: [email protected]). This article was written when Clara Agustin was a doctoral candidate at the Strategy, International Management, and Marketing Department, Nijmegen School of Management, Radboud University of Nijmegen, the Netherlands, and a visiting scholar at the Weatherhead School of Management, Case Western Reserve University. The authors acknowledge the financial support and/or assistance provided by the Marketing Science Institute, Weatherhead School of Management Research Support Office, Nijmegen School of Management, and Strategic Consumer Research in data collection and analysis. The authors are grateful for the helpful comments and suggestions by Bas Hillebrand, Detelina Marinova, Deepak Sirdeshmukh, and the three anonymous JMR reviewers. CLARA AGUSTIN and JAGDIP SINGH*