Effects of customer personal characteristics on the satisfaction-loyalty link: a multi-method approach

Aejoo Lee (), Ki-Joon Back () and JungKun Park ()
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Aejoo Lee: Sejong University
Ki-Joon Back: University of Houston
JungKun Park: Hanyang University

Service Business, 2017, vol. 11, issue 2, No 3, 279-297

Abstract: 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.

Keywords: Attitudinal brand loyalty; Satisfaction loyalty link; Multi-method approach; Customer relationship data (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11628-016-0308-3

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