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Effects of customer personal characteristics on the satisfaction-loyalty link: a multi-method approach

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Listed:
  • Aejoo Lee

    (Sejong University)

  • Ki-Joon Back

    (University of Houston)

  • JungKun Park

    (Hanyang University)

Abstract

This study aims to examine the moderating effects of customer personal characteristics on the satisfaction-loyalty link in order to overcome potential response bias and common-method variance in the link by using both real-life purchasing behavior data and survey in a cross-method and panel data. Two separate data collection procedures dealt with survey and customer relationship management (CRM) data. A total of 391 members of restaurant loyalty program participated in the survey. Also, additional data were gathered on restaurant CRM. Data were analyzed using SEM and multi-group analysis. This study confirmed the nonlinear relationship between customer satisfaction and brand loyalty due to the significant moderating effects of customers’ personal characteristics on subsequent stages of the link.

Suggested Citation

  • Aejoo Lee & Ki-Joon Back & JungKun Park, 2017. "Effects of customer personal characteristics on the satisfaction-loyalty link: a multi-method approach," Service Business, Springer;Pan-Pacific Business Association, vol. 11(2), pages 279-297, June.
    • Handle: RePEc:spr:svcbiz:v:11:y:2017:i:2:d:10.1007_s11628-016-0308-3
    DOI: 10.1007/s11628-016-0308-3
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    References listed on IDEAS

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    Cited by:

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    2. Hsin Hsin Chang & Kit Hong Wong, 2018. "Consumer psychological reactance to coalition loyalty program: price-consciousness as a moderator," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 379-402, June.

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