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Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness

Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and... Purpose – Empirical studies investigating the antecedents of customer loyalty typically focus on satisfaction. This study aims to develop and test a more comprehensive model of the antecedents of customer loyalty, including satisfaction and inertia. In addition, this study also considers how the effects of satisfaction and inertia on customer loyalty vary with differing levels of the zone of tolerance (ZOT), and how these are likely to change due to customers' alternative attractiveness. Design/methodology/approach – Hierarchical moderated regression analysis was used to test the hypotheses. Findings – The results show that a wider level of the ZOT strengthens the positive effect of inertia on customer loyalty, while also reducing the positive effect of satisfaction. The results also indicate that the negative moderating effect of the ZOT on the relationship between satisfaction and customer loyalty will reduce as alternative attractiveness increases. In contrast, the positive moderating effect of the ZOT on the relationship between inertia and customer loyalty will reduce as alternative attractiveness increases. Originality/value – This study is a first attempt to integrate the ZOT to determine the relative importance of satisfaction and inertia in determining customer loyalty. In addition, this study suggests that customers with higher perceptions of alternative attractiveness are more likely to experience changes in the influence of the ZOT on their loyalty decisions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness

Journal of Services Marketing , Volume 25 (5): 13 – Aug 2, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876041111149676
Publisher site
See Article on Publisher Site

Abstract

Purpose – Empirical studies investigating the antecedents of customer loyalty typically focus on satisfaction. This study aims to develop and test a more comprehensive model of the antecedents of customer loyalty, including satisfaction and inertia. In addition, this study also considers how the effects of satisfaction and inertia on customer loyalty vary with differing levels of the zone of tolerance (ZOT), and how these are likely to change due to customers' alternative attractiveness. Design/methodology/approach – Hierarchical moderated regression analysis was used to test the hypotheses. Findings – The results show that a wider level of the ZOT strengthens the positive effect of inertia on customer loyalty, while also reducing the positive effect of satisfaction. The results also indicate that the negative moderating effect of the ZOT on the relationship between satisfaction and customer loyalty will reduce as alternative attractiveness increases. In contrast, the positive moderating effect of the ZOT on the relationship between inertia and customer loyalty will reduce as alternative attractiveness increases. Originality/value – This study is a first attempt to integrate the ZOT to determine the relative importance of satisfaction and inertia in determining customer loyalty. In addition, this study suggests that customers with higher perceptions of alternative attractiveness are more likely to experience changes in the influence of the ZOT on their loyalty decisions.

Journal

Journal of Services MarketingEmerald Publishing

Published: Aug 2, 2011

Keywords: Satisfaction; Inertia; Customer loyalty; Zone of tolerance; Alternative attractiveness; Consumer behaviour; Mobile communication systems; Taiwan

References