Effects of customer personal characteristics on the satisfaction-loyalty link: a multi-method approach
- Authors
- Lee, Aejoo; Back, Ki-Joon; Park, JungKun
- Issue Date
- Jun-2017
- Publisher
- SPRINGER HEIDELBERG
- Keywords
- Attitudinal brand loyalty; Satisfaction loyalty link; Multi-method approach; Customer relationship data
- Citation
- SERVICE BUSINESS, v.11, no.2, pp.279 - 297
- Indexed
- SSCI
SCOPUS
- Journal Title
- SERVICE BUSINESS
- Volume
- 11
- Number
- 2
- Start Page
- 279
- End Page
- 297
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/4184
- DOI
- 10.1007/s11628-016-0308-3
- ISSN
- 1862-8516
- 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.
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