Customers are believed to be key to company success and therefore, the question of how to manage these assets becomes ever more important. There is a strongly held belief that if companies can direct their marketing activities to increase customer attitudes, the result will be an increase in sales. Based on this assumption, we develop three interrelated models to investigate drivers of loyalty intentions as well as drivers of actual purchase behavior. The basic conceptual model of this research is inspired mainly by Rust, Zeithaml, and Lemon (2000) and Vogel, Evanschitzky, and Ramaseshan (2008). Their approaches consider three primary elements: customer perceptions of a company’s marketing activities (equity drivers), loyalty intention, and future behavior. We try to expand the original model in three ways to predict future sales.
