Abstract
Purpose This study aims to identify reasons why some buyers may be satisfied, but not necessarily loyal, in terms of attitude and/or behavior. The two measures of loyalty are examined in combination and separately. Design/methodology/approach The study obtains survey data on customer satisfaction and loyalty together with a range of other variables that plausibly influence the extent to which buyers are satisfied but not highly loyal. The context of the study is casual dining in Kuwait. Findings Satisfaction is associated with higher levels of customer loyalty. However, lower levels of brand familiarity, as well as higher levels of customer category experience, are related to a larger proportion of customers who are satisfied with a brand but not highly loyal toward it. Research limitations/implications The study first identifies a range of variables that are associated with higher or lower behavioral or attitudinal loyalty and then examines which of them help explain why some buyers are satisfied but not highly loyal. Practical implications The study highlights that many factors other than satisfaction may determine loyalty. Furthermore, some of these factors have an association with loyalty either in terms of attitude, or behavior, but not both. Originality/value This study makes a highly original contribution by examining factors that influence both behavioral and attitudinal loyalty separately, as well as combined.