Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty

Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty This study evaluates alternative measurement approaches to examining the relationship between perceived quality performance, customer satisfaction, and repurchase loyalty. The authors define and measure the constructs within a relative attitudinal framework and compare these results to a noncomparative or individual evaluation of products. In addition, loyalty is measured and defined as self-reported repurchase behavior instead of purchase intention. The proposed model, with satisfaction as a mediator between quality and repurchase loyalty, was found to be an acceptable representation of the data across four products and for both comparative and noncomparative evaluations. The use of relative attitudes, however, indicated a much stronger relationship between quality, satisfaction, and loyalty than the attitudes toward a product when they are performed as an individual evaluation. With respect to predictive ability, the study findings suggest that quality, satisfaction, and loyalty should be defined and measured within a relative attitudinal framework. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty

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Publisher
Springer Journals
Copyright
Copyright © 2002 by Academy of Marketing Science
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/0092070302303005
Publisher site
See Article on Publisher Site

Abstract

This study evaluates alternative measurement approaches to examining the relationship between perceived quality performance, customer satisfaction, and repurchase loyalty. The authors define and measure the constructs within a relative attitudinal framework and compare these results to a noncomparative or individual evaluation of products. In addition, loyalty is measured and defined as self-reported repurchase behavior instead of purchase intention. The proposed model, with satisfaction as a mediator between quality and repurchase loyalty, was found to be an acceptable representation of the data across four products and for both comparative and noncomparative evaluations. The use of relative attitudes, however, indicated a much stronger relationship between quality, satisfaction, and loyalty than the attitudes toward a product when they are performed as an individual evaluation. With respect to predictive ability, the study findings suggest that quality, satisfaction, and loyalty should be defined and measured within a relative attitudinal framework.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Apr 8, 2008

References

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