6533b7d2fe1ef96bd125e117
RESEARCH PRODUCT
Effect of customer heterogeneity on the relationship satisfaction–loyalty
Irene Gil-sauraMaria Fuentes-blascoBeatriz Moliner-velázquezsubject
Relationship satisfactionBoca-orejaLealtadmedia_common.quotation_subjectRetailWord of mouthSatisfactionAdvertisingHeterogeneidad no observadaStructural equation modelingLoyalty business modelLoyaltyCustomer heterogeneityWord-of-mouthUnobserved heterogeneitySatisfacciónLoyaltyEconomicsGeneral Earth and Planetary SciencesFinite mixture structural equation modellingModelo de ecuaciones estructurales de mezclas finitasMarketingComercio minoristaGeneral Environmental Sciencemedia_commondescription
Abstract The need to study the differences among consumers due to their behavioural heterogeneity and the highly competitive consumer markets is recognized. In this paper, we analyse the potential heterogeneous shopping assessment in retail and how that experience may influence on consequent customer loyalty in a different way. The effects of satisfaction on attitudinal and behavioural loyalty and positive word of mouth are estimated by a finite-mixture structural equation model, and unobserved heterogeneity is analysed simultaneously. The results show that there are three latent segments where the strength of causal relationships differs which mean that there is an overestimation of the impact of customer on loyalty when heterogeneity is ignored.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2014-09-01 | Revista Española de Investigación en Marketing ESIC |