Examining mediating role of attitudinal loyalty and nonlinear effects in satisfaction‐behavioral intentions relationship

Examining mediating role of attitudinal loyalty and nonlinear effects in... Purpose – This paper aims to examine the mediating role of attitudinal loyalty in the relationship between satisfaction and customer behavioral intentions such as willingness to pay more and internal and external complaining responses. It also seeks to examine the nonlinear effects in the relationship between satisfaction, attitudinal loyalty and behavioral intentions. Design/methodology/approach – The paper adopted the structural equation modeling approach to test the hypotheses (sample size 202). It used Marsh et al. 's unconstrained method to test latent quadratic effects in the conceptualized relationships. Findings – The results support the fully mediating role of attitudinal loyalty in the relationship between satisfaction and behavioral intentions. The paper also finds partial support for nonlinear effects in the relationship. Results support nonlinearity, and in particular diminishing sensitivity, in the link from attitudinal loyalty to willingness to pay more. Originality/value – The paper adds to the existing literature by detangling the complex relationships between satisfaction, attitudinal loyalty and behavioral intentions such as willingness to pay more and external and internal complaining responses. In particular, this is the first study to simultaneously examine the nonlinear effects of attitudinal loyalty on multiple behavioral intentions constructs. This study also establishes the superiority of a fully mediated model, in which satisfaction affects behavioral intentions through attitudinal loyalty, over a partially mediated model. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Examining mediating role of attitudinal loyalty and nonlinear effects in satisfaction‐behavioral intentions relationship

Journal of Services Marketing, Volume 25 (3): 11 – May 24, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876041111129155
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to examine the mediating role of attitudinal loyalty in the relationship between satisfaction and customer behavioral intentions such as willingness to pay more and internal and external complaining responses. It also seeks to examine the nonlinear effects in the relationship between satisfaction, attitudinal loyalty and behavioral intentions. Design/methodology/approach – The paper adopted the structural equation modeling approach to test the hypotheses (sample size 202). It used Marsh et al. 's unconstrained method to test latent quadratic effects in the conceptualized relationships. Findings – The results support the fully mediating role of attitudinal loyalty in the relationship between satisfaction and behavioral intentions. The paper also finds partial support for nonlinear effects in the relationship. Results support nonlinearity, and in particular diminishing sensitivity, in the link from attitudinal loyalty to willingness to pay more. Originality/value – The paper adds to the existing literature by detangling the complex relationships between satisfaction, attitudinal loyalty and behavioral intentions such as willingness to pay more and external and internal complaining responses. In particular, this is the first study to simultaneously examine the nonlinear effects of attitudinal loyalty on multiple behavioral intentions constructs. This study also establishes the superiority of a fully mediated model, in which satisfaction affects behavioral intentions through attitudinal loyalty, over a partially mediated model.

Journal

Journal of Services MarketingEmerald Publishing

Published: May 24, 2011

Keywords: Customer satisfaction; Customer loyalty; Consumer behaviour

References

  • Customer satisfaction should not be the only goal
    Bennett, R.; Rundle‐Thiele, S.
  • Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction‐loyalty framework
    Chiou, J.; Droge, C.
  • On the relationship between perceived service quality, service loyalty and switching costs
    de Ruyter, K.; Wetzels, M.; Bloemer, J.
  • Relationship quality as a predictor of B2B customer loyalty
    Rauyruen, P.; Miller, K.E.
  • What attracts customers to online stores, and what keeps them coming back?
    Reibstein, D.J.
  • Reconsidering nonlinearity and asymmetry in customer satisfaction and loyalty models: an empirical study in three retail service settings
    Streukens, S.; de Ruyter, K.
  • The importance of non‐linear relationships between attitude and behaviour in policy research
    van Doorn, J.; Verhoef, P.C.; Bijmolt, T.H.

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