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When Brand Attitudes Affect the Customer Satisfaction‐Loyalty Relation: The Moderating Role of Product Involvement

423 citations0/0 files storedJournal of Consumer Psychology

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Drawing on the attitude accessibility and stability theories, we investigate the moderating role of product involvement in the customer satisfaction‐loyalty relation. Structural equation modeling shows that customer satisfaction has both direct and indirect effects on loyalty, whereas ad attitudes and corporate image have only indirect effects through their mediating influence on brand attitudes. Furthermore, product involvement decreases the direct effects of satisfaction on brand attitudes and loyalty, but it increases the indirect effects of ad attitudes and corporate image.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1992Alternative Ways of Assessing Model Fit 1988On the Evaluation of Structural Equation Models 1980Understanding Attitudes and Predicting Social Behavior 1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1994Testing Structural Equation Models.

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