Evanschitzky, H. and Wunderlich, M. (2006) An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8 (4). pp. 330-345. ISSN 1094-6705Full text not available in this repository. (Request a copy from the Strathclyde author)
Oliver's 1997 four-stage loyalty model proposes that loyalty consists of belief, affect, intention, and action. Although this loyalty model has recently been subject to empirical examination, the issue of moderator variables has been largely neglected. This article fills that void by analyzing the moderating effects of selected personal and situational characteristics, using a sample of 888 customers of a large do-it-yourself retailer. The results of multi-group causal analysis suggest that these moderators exert an influence on the development of the different stages of the loyalty sequence. Specifically, age, income, education and expertise, price orientation, critical incident recovery, and loyalty card membership are found to be important moderators of the links in the four-stage loyalty model. Limitations of the study are outlined, and implications for both research and managerial practice are discussed.
|Keywords:||customer loyalty, four-stage loyalty model, moderator effects, structural equation modeling, Marketing. Distribution of products, Organizational Behavior and Human Resource Management, Sociology and Political Science, Information Systems|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Strathprints Administrator|
|Date Deposited:||26 Nov 2009 14:19|
|Last modified:||30 Sep 2016 02:12|