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Effects of customer personal characteristics on the satisfaction-loyalty link: a multi-method approach

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Abstract

This study aims to examine the moderating effects of customer personal characteristics on the satisfaction-loyalty link in order to overcome potential response bias and common-method variance in the link by using both real-life purchasing behavior data and survey in a cross-method and panel data. Two separate data collection procedures dealt with survey and customer relationship management (CRM) data. A total of 391 members of restaurant loyalty program participated in the survey. Also, additional data were gathered on restaurant CRM. Data were analyzed using SEM and multi-group analysis. This study confirmed the nonlinear relationship between customer satisfaction and brand loyalty due to the significant moderating effects of customers’ personal characteristics on subsequent stages of the link.

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Acknowledgments

This research is supported by Sejong Universities’ research fund.

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Authors and Affiliations

  1. College of Hotel and Tourism Management, Sejong University, 98 Gunjadong, Gwnagjin-Gu, Seoul, Korea

    Aejoo Lee

  2. Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, 229 C. N. Hilton Hotel College, Houston, TX, 77204-3028, USA

    Ki-Joon Back

  3. Business School, Hanyang University, 222 Wangshimni-ro, Seongdong-gu, Seoul, 04763, Korea

    JungKun Park

Authors
  1. Aejoo Lee
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  2. Ki-Joon Back
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  3. JungKun Park
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Correspondence to JungKun Park.

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Lee, A., Back, KJ. & Park, J. Effects of customer personal characteristics on the satisfaction-loyalty link: a multi-method approach. Serv Bus 11, 279–297 (2017). https://doi.org/10.1007/s11628-016-0308-3

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  • DOI: https://doi.org/10.1007/s11628-016-0308-3

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