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

Cogent Business & Management

Lovemore Chikazhe¹  Blessing Chigunhah²  Charles Makanyeza³ 

[1] Chinhoyi University of Technology;Graduate Business School, Chinhoyi University of Technology;Namibia Business School, University of Namibia;

关键词: corporate image;    customer loyalty;    customer satisfaction;    perceived service quality;    zimbabwe;   

DOI  :  10.1080/23311975.2021.1922127

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown