The behavioral approach acknowledged that it is useful in predicting customers’ choices (Fournier, 1998). However, that approach is often criticized for ignoring customers’ decision-making processes (Enis&Paul, 1970). In contrast, the attitudinal approach defines loyalty as a favorable attitude toward a firm or brand resulting in repeat-buying behavior (Anderson&Srinivasan, 2003), or in the same vein, repurchase intentions and recom- mendation willingness