Does Satisfaction Really Influence Loyalty? ----Based on Meta-Analysis

摘要

In the past decades, satisfaction dominant logic gained widely acceptance in both marketing practice and research because it is naturally believed to influence loyalty. However, can satisfaction really bring loyalty? Using meta-analytical method and based on 85 quantitative studies from 1980 to 2007, this research finds that although satisfaction affects composite loyalty, the effect of satisfaction on behavioral loyalty is not salient as that on attitudinal ones.