The study takes a first step toward verifying the robustness of a comprehensive loyalty-building process across different countries and categories. To this end, a two-stage model has been tested collecting data from 15 countries and two product categories. The results show that the intensity of the model paths are contingent on the country and category type, which partially explains the differences in the results between previous studies that focus on different contexts, for example, a retailer selling a product category in a specific country.