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From relational benefits to consumer loyalty across international perspective: a meta-analytic structural equation modeling

Author

Listed:
  • Hechmi Najjar

    (University of Tunis, Higher Institute of Management (ISG))

  • Chaker Najar

    (University of Tunis El Manar, Faculty of Economic Sciences and Management of Tunis (FSEGT))

Abstract

Relational benefits are seen as competitive advantages that allow companies to boost their relationship with customers and better meet their expectations. The generalization and specification of the results about these benefits and their consequences on an international scale have become a requirement for businesses looking to retain foreign customers and conquer new markets. The current paper aims to apply Meta-Analytic Structural Equation Modeling to better understand the relational benefit outcomes, the mediating effects of satisfaction and commitment, and the moderating effect of individualism/collectivism within the synthetic model. Accordingly, MASEM was performed using 33 valid empirical studies. It incorporated 280 effect sizes over a period of 21 years and a cumulative sample of 15,222 respondents. The synthetic outputs from domestic markets confirm that relational benefits explain satisfaction, commitment, and loyalty. Further, relational benefits have a positive effect on loyalty through the mediating effect of satisfaction and commitment. Finally, individualism/collectivism moderates the causal links between relational benefits, satisfaction, commitment, and loyalty. The summarized effects enable assessing the influence of relational benefits on satisfaction, commitment, and loyalty in several markets and across cultures to give a set of recommendations for researchers and managers looking for foreign markets.

Suggested Citation

  • Hechmi Najjar & Chaker Najar, 2023. "From relational benefits to consumer loyalty across international perspective: a meta-analytic structural equation modeling," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 470-489, September.
    • Handle: RePEc:pal:jmarka:v:11:y:2023:i:3:d:10.1057_s41270-022-00178-3
    DOI: 10.1057/s41270-022-00178-3
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    References listed on IDEAS

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