Relationship Between Customer Satisfaction and Loyalty on the Internet

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J Bus Psychol (2011) 26:371–383 DOI 10.1007/s10869-010-9196-z Relationship Between Customer Satisfaction and Loyalty on the Internet ´ ˜ Jose Alberto Castaneda Published online: 8 October 2010 Ó Springer Science+Business Media, LLC 2010 Abstract Purpose Although the relationship between satisfaction and loyalty has been the focus of a good deal of research, the complex nature of that relationship continues to pose a good many unanswered questions. The present study proposes a four-way classification of the perspectives that tend to be taken by researchers on the said relationship. By theoretically and empirically reviewing these four approximations in an on-line context, the study aims to clarify the nature and strength of the relationship between these two variables. Methodology The planned and finally compiled sample covers 400 cases, distributed evenly between the two outlets in operation on the website www.carrefour.es at the time of field work. Findings The main conclusion is that the satisfaction– loyalty relationship is moderated by involvement and mediated by trust. Among the four approximations, the one that best explains this relationship is the one called ‘moderating and mediating variables’. Implications Companies must bear in mind that similar rates of satisfaction obtained for different customer sectors are not equally effective in generating customer loyalty. For individuals with high involvement, satisfaction makes a very good predictor of customer loyalty, whereas for those with low involvement the effect of satisfaction is far smaller. Value The relationship between satisfaction and loyalty has been amply researched, but mainly with regard to the Received and reviewed by former editor, George Neuman. ˜ J. A. Castaneda (&) Faculty of Business, University of Granada, Campus Cartuja, s/n, 18071 Granada, Spain

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