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

Publikationstyp
Journal Article
Date Issued
2018-05-19
Sprache
English
Author(s)
Schirmer, Nadine  
Ringle, Christian M.  orcid-logo
Gudergan, Siegfried  
Feistel, Matthias S.G.  
Institut
Personalwirtschaft und Arbeitsorganisation W-9  
TORE-URI
http://hdl.handle.net/11420/2507
Journal
Journal of strategic marketing  
Volume
26
Issue
4
Start Page
298
End Page
317
Citation
Journal of Strategic Marketing 4 (26): 298-317 (2018-05-19)
Publisher DOI
10.1080/0965254X.2016.1240214
Scopus ID
2-s2.0-84990948126
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.
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