Are Satisfied Customers Always Loyal? - A Meta-Analytic Review and Assessment of Moderators of Customer Satisfaction-Loyalty Relationship

Author

Zheng, Qiuying ; Mu, Lin ; Yao, Tang ; Fan, Xiucheng

Author_Institution

Sch. of Manage., Beijing Univ. of Chinese Med., Beijing, China

fYear

2011

fDate

12-14 Aug. 2011

Firstpage

1

Lastpage

4

Abstract

Customer satisfaction (CS) gains lots of attention since it is believed to bring loyalty. However, are satisfied customers always loyal? Using meta-analytical method and based on 27 studies published from 1980 to 2007, we construct the moderators of CS-loyalty relationship model in four dimensions: cultural context, economic development, industry background and research method; and then put forward the related hypotheses. It is found that the CS-loyalty relationship is stronger in the countries, where individualism, uncertainty avoidance and masculinity are higher, as well as in the industry with high involvement. Furthermore, it suggests that the CS-loyalty relationship is stronger when satisfaction is evaluated by single-item measures than multi-item measures.

Keywords

consumer behaviour; cultural aspects; customer satisfaction; CS-loyalty relationship model; cultural context; customer satisfaction-loyalty relationship; economic development; individualism; industry background; masculinity; meta-analytical method; research method; uncertainty avoidance; Context; Correlation; Cultural differences; Economics; Industries; Reliability; Uncertainty;

fLanguage

English

Publisher

ieee

Conference_Titel

Management and Service Science (MASS), 2011 International Conference on

Conference_Location

Wuhan

Print_ISBN

978-1-4244-6579-8

Type

conf

DOI

10.1109/ICMSS.2011.5998705

Filename

5998705