Customer loyalty, repurchase and satisfaction: A meta-analytical review

T Curtis, R Abratt, D Rhoades, P Dion - Journal of Consumer …, 2011 - jcsdcb.com
Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2011jcsdcb.com
The purpose of this article is to investigate the relationship between customer loyalty,
repurchase/repurchase intent and satisfaction in order to attempt to resolve the mixed views
on these concepts. A quantitative review of loyalty-repurchasesatisfaction constructs was
conducted to identify the strength and direction of the researched relationships and the
influence of possible moderating factors affecting those relationships. The Hunter and
Schmidt (1990) meta-analytical technique and software were employed. The results …
The purpose of this article is to investigate the relationship between customer loyalty, repurchase/repurchase intent and satisfaction in order to attempt to resolve the mixed views on these concepts. A quantitative review of loyalty-repurchasesatisfaction constructs was conducted to identify the strength and direction of the researched relationships and the influence of possible moderating factors affecting those relationships. The Hunter and Schmidt (1990) meta-analytical technique and software were employed. The results demonstrate that loyalty and satisfaction indicate strong positive relationships (0.54). Repurchase and satisfaction display a complicated relationship, which confirmed the view that satisfaction does not explain repurchase behavior. Repurchase intent and satisfaction display strong positive relationships in the meta-analysis (0.63) and moderator analyses. Loyalty and repurchase/repurchase intent indicate the strongest positive relationship (0.71) among all conducted analyses. This study provides value to managers dealing with customer satisfaction, loyalty, and repurchase by presenting a detailed overview of these three concepts, and relationships between them.
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