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Customer satisfaction should not be the only goal

Russell-Bennett, Rebekah & Rundle-Thiele, Sharyn (2004) Customer satisfaction should not be the only goal. Journal of Services Marketing, 18(7), pp. 514-523.

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Abstract

The authors address the nature of the relationship between evaluative satisfaction and loyalty. Recent research suggests that this relationship is not linear and uni-directional but curvilinear, mediated by several interacting situational and psychological variables (Oliver, 1999). If, however, both attitudinal loyalty and satisfaction are conceptualized as latent, internal constructs, then it may be that they are formed simultaneously, not sequentially. While there is some evidence for divergence between emotion-laden satisfaction and loyalty, there is little evidence in the literature on the divergence of evaluative satisfaction from loyalty. The authors address and resolve questions raised by prior research by examining empirically, within a business-to-business context, that evaluative-satisfaction and loyalty are associated but different constructs. The results of structural equation modeling indicate that satisfaction and loyalty have divergent validity. Thus, the relationship between satisfaction and loyalty is not necessary, but dependent upon situational and psychological factors.

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ID Code: 14524
Item Type: Journal Article
Keywords: Satisfaction, Loyalty, Divergent validity
DOI: 10.1108/08876040410561848
ISSN: 0887-6045
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2004 Emerald
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 26 Aug 2008
Last Modified: 29 Feb 2012 23:25

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