A Model For Studying Loyalty

This study examines “the relationship between perceived quality performance, customer satisfaction and repurchase loyalty.” The model defines loyalty in terms of “self-reported repurchase behavior instead of repurchase intention” and looks at satisfaction “as a mediator between quality and repurchase loyalty.” The model was tested and “found to be an acceptable representation of the data across four products and for both comparative and noncomparative evaluations.”

Key findings
According to the author, “the results support the idea that people form their attitudes about the performance of products, brands or stores by learning about the different characteristics of the objects and integrating these values into a more global affective evaluation. This affective evaluation (satisfaction) is used as a predisposition to compare alternatives and guide final choice and loyalty.” The intervention point for marketers, the author adds, “is performance quality of their offerings.”