The Link between Customer Satisfaction and Loyalty: The Moderating Role of Customer Characteristics

Journal of Strategic Marketing, 26(4), 298-317

Posted: 17 Feb 2020

See all articles by Nadine Schirmer

Nadine Schirmer

affiliation not provided to SSRN

Christian M. Ringle

Hamburg University of Technology (TUHH)

Siggi Gudergan

Newcastle Business School

Matthias S. G. Feistel

affiliation not provided to SSRN

Date Written: 2016

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.

Keywords: Loyalty, satisfaction, trust, commitment, PLS-SEM, moderation

Suggested Citation

Schirmer, Nadine and Ringle, Christian M. and Gudergan, Siggi and Feistel, Matthias S. G., The Link between Customer Satisfaction and Loyalty: The Moderating Role of Customer Characteristics (2016). Journal of Strategic Marketing, 26(4), 298-317, Available at SSRN: https://ssrn.com/abstract=3523773

Nadine Schirmer (Contact Author)

affiliation not provided to SSRN

Christian M. Ringle

Hamburg University of Technology (TUHH) ( email )

Am Schwarzenberg-Campus 4
Hamburg, 21073
Germany

HOME PAGE: http://www.tuhh.de/hrmo

Siggi Gudergan

Newcastle Business School ( email )

City Campus East – 231
Newcastle-Upon-Tyne NE1 8ST, NE1 8ST
Australia

Matthias S. G. Feistel

affiliation not provided to SSRN

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