Publisher DOI: 10.1080/0965254X.2016.1240214
Title: The link between customer satisfaction and loyalty: the moderating role of customer characteristics
Language: English
Authors: Schirmer, Nadine 
Ringle, Christian M.  
Gudergan, Siegfried 
Feistel, Matthias S.G. 
Issue Date: 19-May-2018
Source: Journal of Strategic Marketing 4 (26): 298-317 (2018-05-19)
Journal or Series Name: Journal of strategic marketing 
Abstract (english): 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.
ISSN: 0965-254X
Institute: Personalwirtschaft und Arbeitsorganisation W-9 
Type: (wissenschaftlicher) Artikel
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