The link between customer satisfaction and loyalty: the moderating role of customer characteristics

Schirmer, Nadine, Ringle, Christian M., Gudergan, Siegfried P., and Feistel, Matthias S.G. (2018) The link between customer satisfaction and loyalty: the moderating role of customer characteristics. Journal of Strategic Marketing, 26 (4). pp. 298-317.

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Abstract

This research examines whether trust and commitment mediate the extent to which satisfaction influences loyalty, and whether such mediation is conditional on certain demographic or situational customer characteristics. The findings suggest that assuming homogeneity supports the general notion that trust and commitment partially mediate the extent to which satisfaction influences loyalty. FIMIX-PLS and PLS-MGA analyses substantiate that this mediation differs between two distinct customer segments. The two segments reveal heterogeneity in how trust and commitment partially mediate the link between satisfaction and loyalty. That is, the effect of satisfaction on loyalty is fully mediated by trust and commitment in the segment of customers with high education, whereas satisfaction is partially mediated by trust, but not by commitment, in the other segment of customers with less education.

Item ID: 70784
Item Type: Article (Research - C1)
ISSN: 1466-4488
Keywords: commitment, Loyalty, moderation, PLS-SEM, satisfaction, trust
Copyright Information: © 2016 Informa UK Limited, trading as Taylor & Francis Group
Date Deposited: 10 Feb 2022 01:31
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations) @ 100%
SEO Codes: 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services @ 100%
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