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Analysis of moderator variables: investigating the customer satisfaction-loyalty link

Walsh, G. and Wunderlich, M. and Evanschitzky, H. (2008) Analysis of moderator variables: investigating the customer satisfaction-loyalty link. European Journal of Marketing, 42 (9/10). pp. 977-1004. ISSN 0309-0566

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Abstract

Research on the relationship between customer satisfaction and customer loyalty has advanced to a stage that requires a more thorough examination of moderator variables. Limited research shows how moderators influence the relationship between customer satisfaction and customer loyalty in a service context; this article aims to present empirical evidence of the conditions in which the satisfaction-loyalty relationship becomes stronger or weaker.