Does customer satisfaction affect customer loyalty anyway? A case study in retail distribution

Paolo CHIRICO, Lo Presti Anna, Tüzüntürk Selim

Research output: Contribution to journalArticlepeer-review

Abstract

The idea of this paper is that the Overall Satisfaction of the supermarket customers depends on three main factors: (i) quality of goods; (ii) the prices level; (iii) convenience & pleasantness. Moreover, the three factors and the overall satisfaction are assumed to affect the customer loyalty. All these constructs are latent variables indirectly measured by manifest variables (structural equation models). A case study from Turkey is illustrated. Some interesting findings has emerged: (i) the customer loyalty degree depends on the perceived quality of the goods, but not on the overall satisfaction degree; (ii) the prices level affect the customer satisfaction but not the customer loyalty. These findings are consistent with the profiles of the customers and the supermarket as well.
Original languageEnglish
Pages (from-to)487-502
Number of pages16
JournalMICRO & MACRO MARKETING
Volume3
DOIs
Publication statusPublished - 1 Jan 2015

Keywords

  • customer loyalty
  • customer satisfaction
  • structural equation models

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