Understanding mediators and moderators of the effect of customer satisfaction on loyalty

Customer satisfaction, loyalty and corporate image play a critical role in improving loyalty within the banking sector. The current study examines the mediators and moderators of the effect of customer satisfaction on loyalty. Data were collected from bank customers (n = 308) using a structured ques...

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Autores principales:	Lovemore Chikazhe, Charles Makanyeza, Blessing Chigunhah
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	corporate image customer loyalty customer satisfaction perceived service quality zimbabwe Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/ce8361d7da8d48858ba2e11acd20d81c
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id	oai:doaj.org-article:ce8361d7da8d48858ba2e11acd20d81c
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spelling	oai:doaj.org-article:ce8361d7da8d48858ba2e11acd20d81c2021-12-02T15:59:53ZUnderstanding mediators and moderators of the effect of customer satisfaction on loyalty2331-197510.1080/23311975.2021.1922127https://doaj.org/article/ce8361d7da8d48858ba2e11acd20d81c2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1922127https://doaj.org/toc/2331-1975Customer satisfaction, loyalty and corporate image play a critical role in improving loyalty within the banking sector. The current study examines the mediators and moderators of the effect of customer satisfaction on loyalty. Data were collected from bank customers (n = 308) using a structured questionnaire through a cross-sectional survey in Chinhoyi, Zimbabwe. Data were analysed using structural equation modelling and moderated regression analyses. Customer satisfaction has a direct positive effect on customer loyalty. Service quality and corporate image were each found to partially mediate the effect of customer satisfaction on customer loyalty. Gender, age, education and income were found not to moderate the effect of customer satisfaction on loyalty. Thus, this study extends the extant services marketing literature by examining the mediators and moderators of the customer satisfaction-customer loyalty relationship within the banking sector. As a result, banks are encouraged to consider customer satisfaction, service quality and image altogether when trying to influence customer loyalty.Lovemore ChikazheCharles MakanyezaBlessing ChigunhahTaylor & Francis Grouparticlecorporate imagecustomer loyaltycustomer satisfactionperceived service qualityzimbabweBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	corporate image customer loyalty customer satisfaction perceived service quality zimbabwe Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	corporate image customer loyalty customer satisfaction perceived service quality zimbabwe Business HF5001-6182 Management. Industrial management HD28-70 Lovemore Chikazhe Charles Makanyeza Blessing Chigunhah Understanding mediators and moderators of the effect of customer satisfaction on loyalty
description	Customer satisfaction, loyalty and corporate image play a critical role in improving loyalty within the banking sector. The current study examines the mediators and moderators of the effect of customer satisfaction on loyalty. Data were collected from bank customers (n = 308) using a structured questionnaire through a cross-sectional survey in Chinhoyi, Zimbabwe. Data were analysed using structural equation modelling and moderated regression analyses. Customer satisfaction has a direct positive effect on customer loyalty. Service quality and corporate image were each found to partially mediate the effect of customer satisfaction on customer loyalty. Gender, age, education and income were found not to moderate the effect of customer satisfaction on loyalty. Thus, this study extends the extant services marketing literature by examining the mediators and moderators of the customer satisfaction-customer loyalty relationship within the banking sector. As a result, banks are encouraged to consider customer satisfaction, service quality and image altogether when trying to influence customer loyalty.
format	article
author	Lovemore Chikazhe Charles Makanyeza Blessing Chigunhah
author_facet	Lovemore Chikazhe Charles Makanyeza Blessing Chigunhah
author_sort	Lovemore Chikazhe
title	Understanding mediators and moderators of the effect of customer satisfaction on loyalty
title_short	Understanding mediators and moderators of the effect of customer satisfaction on loyalty
title_full	Understanding mediators and moderators of the effect of customer satisfaction on loyalty
title_fullStr	Understanding mediators and moderators of the effect of customer satisfaction on loyalty
title_full_unstemmed	Understanding mediators and moderators of the effect of customer satisfaction on loyalty
title_sort	understanding mediators and moderators of the effect of customer satisfaction on loyalty
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/ce8361d7da8d48858ba2e11acd20d81c
work_keys_str_mv	AT lovemorechikazhe understandingmediatorsandmoderatorsoftheeffectofcustomersatisfactiononloyalty AT charlesmakanyeza understandingmediatorsandmoderatorsoftheeffectofcustomersatisfactiononloyalty AT blessingchigunhah understandingmediatorsandmoderatorsoftheeffectofcustomersatisfactiononloyalty
_version_	1718385358590181376

Understanding mediators and moderators of the effect of customer satisfaction on loyalty

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