Loyalty's influence on satisfaction in cross‐cultural settings

Abstract

Purpose -The purpose of this paper is to examine the influence of customer loyalty on the predictive relationship between the meets expectations and affective feeling state customer satisfaction constructs and customers' future (re)purchase behavior. Design/methodology/approach -New measures were developed for the attitudinal and behavioral aspects of customer loyalty, while extant measures were used for the satisfaction constructs and future (re)purchase behavior, leading to a survey that was administered to US and Chinese samples. The data were analyzed using structural equation modeling for testing hypotheses developed from extant literature. Findings -The study found that attitudinal loyalty and behavioral loyalty are two distinct constructs with both US and Chinese samples, and that the influence of the two loyalty constructs on the predictive paths between meets expectations and affective feeling state and future (re)purchase intent vary by product category and culture. Research limitations/implications -Only two brands were employed, and the survey was completed with university students instead of a broader range of age and socio-economic groups.Practical implications -This study builds on extant customer satisfaction and loyalty knowledge in order to further the empirical cross-cultural understanding of whether standardized or localized marketing strategies are more suitable across cultures. Originality/value -This study is a benchmark comparative cross-cultural study of the influence of customer loyalty on customer satisfaction and future (re)purchase intent in a cross-cultural setting.

The moderating role of nationality on the satisfaction loyalty link: evidence from the tourism industry

“…Drawing evidence from 130 US firms, Voss et al (2004) corroborate that national differences influence the relationship between customer feedback, SQ, and CS, whereas Jin, Park, and Kim (2008) demonstrated that cultural differences influence the links between reputation and satisfaction as well as loyalty for Korean and US internet users. Broyles (2009) identified attitudinal and behavioural loyalty as distinct constructs, which influence expectations and affective feeling states and are moderated by culture. Finally, Sharma, Chen, and Luk (2012) showed significant moderating influences of individualism and collectivism on most of the links in the service evaluation process.…”

Customers' comparative loyalty to retail and manufacturer brands

“…Anisimova's (2007) previously cited discussion indicates the positive ramifications of customer loyalty toward a brand by stating that such loyalty reduces a firm's cost of serving customers, reduce customers' price sensitivity, and increases their favorable word of mouth, all of which increase a firm's financial performance. The current level of understanding loyalty and its influence on customer behavior does have its limitations “… due to the ambiguous and contradictory findings that exist in literature” (Broyles, 2009, p. 415). This may, at least in part, be a result of loyalty being viewed from differing perspectives.…”

The interplay between internal communication, employee engagement, job satisfaction, and employee loyalty in higher education institutions in Vietnam

“…On the other hand, Byun et al ( 2007 ) divide the variable into two main elements: behavioural and attitudinal loyalty. Attitudinal loyalty focuses on the attitudes of individuals towards the company (Broyles 2009 ). Jaiswal and Niraj ( 2011 , p. 166) define it as “the cognitive basis of loyalty and isolates purchases driven by a strong attitude formed due to situational constraints”.…”