This study evaluates alternative measurement approaches to examining the relationship between perceived quality performance, customer satisfaction, and repurchase loyalty. The authors define and measure the constructs within a relative attitudinal framework and compare these results to a noncomparative or individual evaluation of products. In addition, loyalty is measured and defined as self-reported repurchase behavior instead of purchase intention. The proposed model, with satisfaction as a mediator between quality and repurchase loyalty, was found to be an acceptable representation of the data across four products and for both comparative and noncomparative evaluations. The use of relative attitudes, however, indicated a much stronger relationship between quality, satisfaction, and loyalty than the attitudes toward a product when they are performed as an individual evaluation. With respect to predictive ability, the study findings suggest that quality, satisfaction, and loyalty should be defined and measured within a relative attitudinal framework.

The role of ethical motives in consumers' choice of organic food was investigated. A self-administered questionnaire was conducted on a representative sample of 1283 Norwegian adults. The relations between ethical food choice motives, attitudes and intention to consume organic food was studied by estimating a structural equation model. Environmental and animal rights issues had a strong influence on attitudes towards organic food, suggesting that the more people are concerned about these issues, the more positive attitude they have towards organic food, and the more likely it is that they will consume organic food. Also, political motives had some positive influence on attitudes, while religion was not important as a food choice criterion. Implications of our findings for marketers are discussed.

Most studies of satisfaction and loyalty focus on the brand level of decision making. Involvement, on the other hand, is mainly defined and measured on the product category level. This study explores this gap by investigating the role of product category involvement and satisfaction in the formation of repurchase loyalty toward a product category. The study proposes alternative models that suggest that involvement may be an antecedent, a motivational mediator as well as a moderator, between satisfaction and repurchase loyalty. Secondly, it discusses the relative importance of satisfaction in forming involvement and loyalty by introducing social norms and perceived control (opportunity) as alternative antecedents. Involvement proved to be a complete mediator between satisfaction and repurchase loyalty, and a partial mediator between social norm/perceived control and loyalty. Involvement as a moderator was not supported. Social norms showed nearly the same ability as individual satisfaction in explaining variance in product category involvement. However, perceived control had a significant direct influence on repurchase loyalty, but the relationship between perceived control and involvement was not significant. Implications of these findings for satisfaction-loyalty development and research are explored.

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