Mediating Factors in the Satisfaction-Loyalty Relationship

Brand Loyalty > Forum

Mediating Factors in the Satisfaction-Loyalty Relationship
Anneke Zwart, Student (University), Netherlands, Moderator
Of course there exists a relationship between Satisfaction and Loyalty. Satisfaction can be seen as consistency between prior expectations of a certain product and the perceived performance.
Correspondingly, the probability that a SATISFIED consumer will continue to use the product or service and will maintain a relationship with the company (LOYALTY) is high.
However, Picón, Castro and Roldán (2014) mention 2 important factors that mediate such strong satisfaction-loyalty relationship:
1. Perceived switching costs (PSC): Switching costs are incurred by the company in order to dissuade customers to switch to a competitor’s product or service and to raise the difficulty of the switching procedure. PSC does not only have a direct effect on loyalty, it also influences loyalty through satisfaction. In what way?
1.1. First of all, satisfaction is an important contributor to loyalty creation, but this variable becomes less important when other factors -suc...Sign up


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