Relationship Between Customer Satisfaction and Loyalty on the Internet

摘要

Although the relationship between satisfaction and loyalty has been the focus of a good deal of research, the complex nature of that relationship continues to pose a good many unanswered questions. The present study proposes a four-way classification of the perspectives that tend to be taken by researchers on the said relationship. By theoretically and empirically reviewing these four approximations in an on-line context, the study aims to clarify the nature and strength of the relationship between these two variables. Methodology: The planned and finally compiled sample covers 400 cases, distributed evenly between the two outlets in operation on the website www.carrefour.es at the time of field work. Findings: The main conclusion is that the satisfaction-loyalty relationship is moderated by involvement and mediated by trust. Among the four approximations, the one that best explains this relationship is the one called 'moderating and mediating variables'. Implications: Companies must bear in mind that similar rates of satisfaction obtained for different customer sectors are not equally effective in generating customer loyalty. For individuals with high involvement, satisfaction makes a very good predictor of customer loyalty, whereas for those with low involvement the effect of satisfaction is far smaller. Value: The relationship between satisfaction and loyalty has been amply researched, but mainly with regard to the physical market. On-line transactions have certain unique dimensions, so it is hoped that the present study, by shifting the focus onto the electronic market, makes a useful contribution to the field.