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

Nadine Schirmer, Christian M. Ringle*, Siegfried P. Gudergan, Matthias S.G. Feistel

*Korrespondierende*r Autor*in für diese Arbeit

Publikation: Wissenschaftliche FachzeitschriftOriginalbeitrag in FachzeitschriftBegutachtung

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.

OriginalspracheEnglisch
Seiten (von - bis)298-317
Seitenumfang20
FachzeitschriftJournal of Strategic Marketing
Jahrgang26
Ausgabenummer4
DOIs
PublikationsstatusVeröffentlicht - 19 Mai 2018
Extern publiziertJa

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