This paper presents the process of manifestation of customer loyalty across attitudinal
stages and action stage under traditional marketing practices and relational marketing
practices. The study has been conducted across four sectors – financial institution, bank,
automobile dealer and cellular service provider in South India. LISREL 8.54 version was
used to test the proposed models based on 333 respondents. The results indicate
formation of attitudinal loyalty under traditional marketing practices, whereas the
formation of attitudinal loyalty is through action stage with intervention of relational
marketing practices.