Customer loyalty is oftenmeasured by an individual's willingness to
repurchase a product, willingness to recommend the product to others
(Han, Hsu, & Sheu, 2010),willingness to pay more for the product, actual
purchase of a higher quantity of the product, andmaking the product
the first choice among alternatives (Chen et al., 2014). Loyalty is often
treated as a one-dimensional construct. For some products, such as
restaurants, opportunities for repurchase happen quite frequently.
However, the likelihood that an individual will return to the same