Despitetheimportanceofcustomerloyalty,nocomprehensive,empiricalworkhasattemptedtoassess
thegeneralfindingsacrossacademicstudies.Thestudyintendstofillthatvoidbyconductingameta-
analysisofempiricalfindingsonthepredictorsofcustomerloyalty.Althoughfindingsofthisstudy
supportallthehypothesizedmaineffects,theyindicatestrongereffectsizefortrustthanforother
determinantsofloyalty.Thestudyalsoteststherobustnessofpreviousfindingsacrossvariousresearch
andmeasurementcontexts.Theanalysisofmoderatingeffectsrevealsseveralinterestingfindings.For
instance,attitudinalloyaltymeasuresseemtobeaplausiblesurrogateforbehavioralloyaltymeasures.
Theeffectsofcustomersatisfactionandtrustonloyaltyarelessprominentwhenproductsare
purchasedonaregularandrelativelyshort(asopposedtoanirregularandrelativelylong)purchase
cycle.Factorsthatlargelyrelatetoproductperformance(eg,satisfaction,quality)haveaweaker
impactonloyaltyinB2BthaninB2Csettings.Somerelationships(eg,theeffectofqualityonloyalty)
becomestrongerovertime.Furthermore,ourresultsdetectconsistentlyweakereffectsfromstudies
usingsingle-item(relativetomulti-item)loyaltymeasures.
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