Are Satisfied Customers Always Loyal? ——A Meta-analytic Review and Assessment of Moderators of Customer Satisfaction-Loyalty Relationship
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.
Qiuying Zheng Lin Mu Tang Yao Xiucheng Fan
School of ManagementBeijing University of Chinese MedicineBeijing, People’s Republic of China Business InstituteTianjin University of Finance and EconomicsTianjin, People’s Republic of China School of Economics and ManagementBeihang UniversityBeijing, People’s Republic of China School of Management Fudan University Shanghai, People’s Republic of China
国际会议
International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)
武汉
英文
1-4
2011-08-12（万方平台首次上网日期，不代表论文的发表时间）