Loyalty's Influence on the Consumer Satisfaction and (Re)Purchase Behavior Relationship

Abstract

While consumer satisfaction has been a topic of significant scholarly interest in recent years, continued studies that further our understanding of satisfaction and its association with (re)purchase behavior are valuable because such knowledge will enhance theorists' and practitioners' ability to develop more effective marketing strategies. Interestingly, current literature indicates that consumer loyalty may have an association with satisfaction, (re)purchase behavior and the predictive relationships between these phenomena. To this end, we present here an empirical study which finds that consumer loyalty is two distinct constructs (behavioral loyalty and attitudinal loyalty) and that they mediate the predictive relationships between the meets expectations and feeling state satisfaction constructs and (re)purchase behavior. The study employed two well-known brands and Structural Equation Modeling methodology.