Customer Loyalty, Repurchase and Satisfaction: A Meta-Analytical Review

Abstract

The purpose of this article is to investigate the relationship between customer loyalty, repurchase/repurchase intent and satisfaction in order to attempt to resolve the mixed views on these concepts. A quantitative review of loyalty-repurchasesatisfaction constructs was conducted to identify the strength and direction of the researched relationships and the influence of possible moderating factors affecting those relationships. The Hunter and Schmidt (1990) meta-analytical technique and software were employed. The results demonstrate that loyalty and satisfaction indicate strong positive relationships (0.54). Repurchase and satisfaction display a complicated relationship, which confirmed the view that satisfaction does not explain repurchase behavior. Repurchase intent and satisfaction display strong positive relationships in the meta-analysis (0.63) and moderator analyses. Loyalty and repurchase/repurchase intent indicate the strongest positive relationship (0.71) among all conducted analyses. This study provides value to managers dealing with customer satisfaction, loyalty, and repurchase by presenting a detailed overview of these three concepts, and relationships between them.