Identification and analysis of moderator variables: Investigating the customer satisfaction‐loyalty link
Abstract
Purpose
Research on the relationship between customer satisfaction and customer loyalty has advanced to a stage that requires a more thorough examination of moderator variables. Limited research shows how moderators influence the relationship between customer satisfaction and customer loyalty in a service context; this article aims to present empirical evidence of the conditions in which the satisfaction‐loyalty relationship becomes stronger or weaker.
Design/methodology/approach
Using a sample of more than 700 customers of DIY retailers and multi‐group structural equation modelling, the authors examine moderating effects of several firm‐related variables, variables that result from firm/employee‐customer interactions and individual‐level variables (i.e. loyalty cards, critical incidents, customer age, gender, income, expertise).
Findings
The empirical results suggest that not all of the moderators considered influence the satisfaction‐loyalty link. Specifically, critical incidents and income are important moderators of the relationship between customer satisfaction and customer loyalty.
Practical implications
Several of the moderator variables considered in this study are manageable variables.
Originality/value
This study should prove valuable to academic researchers as well as service and retailing managers. It systematically analyses the moderating effect of firm‐related and individual‐level variables on the relationship between customer satisfaction and loyalty. It shows the differential effect of different types of moderator variables on the satisfaction‐loyalty link.
Keywords
Citation
Walsh, G., Evanschitzky, H. and Wunderlich, M. (2008), "Identification and analysis of moderator variables: Investigating the customer satisfaction‐loyalty link", European Journal of Marketing, Vol. 42 No. 9/10, pp. 977-1004. https://doi.org/10.1108/03090560810891109
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited