Effects of satisfaction on service loyalty dimensions

Evangelos Tsoukatos and Maria Koulentaki

World Review of Entrepreneurship, Management and Sustainable Development, 2013, vol. 9, issue 2, 276-290

Abstract: This study examines overall satisfaction effects on individual loyalty dimensions and causal relationships between the latter. Between the statistically significant effect estimates of satisfaction on loyalty dimensions the strongest was the one on 'word-of-mouth' followed by that on 'retention intentions'. The direct effect on 'business extension intentions' was statistically insignificant. Indirect effects on 'retention intentions' and 'business extension intentions', via 'word-of-mouth' were three-fold and four-fold stronger than the direct ones respectively. The causality of relationships between loyalty dimensions was found to run along the path: 'word-of-mouth' → 'retention intentions' → 'business extension intentions'. Previous findings indicating that service loyalty dimensions are interrelated and the causality runs from 'affectionate' to 'continuance' loyalty are supported. It is confirmed that 'word-of-mouth' communication enhances the communicators' own loyalty. Customer satisfaction campaigns, in services industries, would yield more if primarily targeted at enhancing customers' 'affectionate' rather than 'continuance' commitment.

Keywords: customer satisfaction; service loyalty; banking; Greece; word-of-mouth; WoM; services; retention intentions; business extension intentions. (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=52514 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:wremsd:v:9:y:2013:i:2:p:276-290

Access Statistics for this article

More articles in World Review of Entrepreneurship, Management and Sustainable Development from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().