Emotional loyalty and share of wallet: A contingency approach

The purpose of this study is to investigate whether three demographic (age, income, and education) and two situational (relationship duration and product type) customer characteristics moderate the relationship between emotional loyalty and share of wallet. In so doing, this study explicitly examines the extent to which results diverge when using share of wallet versus conative loyalty (i.e., behavioral intentions) as the dependent measure. Data from a sample of US store shoppers (n=604) indicate that education, relationship duration, and product type moderate the effect of emotional loyalty on share of wallet but not on conative loyalty. Implications for retailers are discussed with suggestions for future research.