| Summary: | This paper evaluates alternative measurement approaches to investigating the relationship amongst perceived quality. customer satiVaction. and loyalty. The authors define and merrsure the 4:01.1- sirrwis within a relative attitudinal framework and �omparc these results to a noncompararive or imiividual evaluation of brands. hr addition. loyalty is measured by (2nd defined behaw-oral and
attitudinal loyalty. The object of this researrh i,s tell botol st tire subjects rare undergraduate students in Surabaya and Yogyakarta. The proposed inode2'. with saa.i.jhrtion as a nrediator between quality and loyalty, is found to br an acceptable representation of thud across three brands of tell bowl and for both comparative and .Proncomparative evaluation. The use of relative attitude, however, indicates a much stronger reltitionxhip amongsv perceived quality, satisfaction, and loyalty than the attitude town rd a brand 'Fi.hen they are performed in individual evaluation. With respect to predictive ability, 'his .study' sjindings suggest that conrparative evaluation has higher degree of applicability thaa does noncomparative evaluation.
Keywords: comparative and noncomparative evaluation
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