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Relationship Between Customer Satisfaction and Loyalty on the Internet

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Abstract

Purpose

Although the relationship between satisfaction and loyalty has been the focus of a good deal of research, the complex nature of that relationship continues to pose a good many unanswered questions. The present study proposes a four-way classification of the perspectives that tend to be taken by researchers on the said relationship. By theoretically and empirically reviewing these four approximations in an on-line context, the study aims to clarify the nature and strength of the relationship between these two variables.

Methodology

The planned and finally compiled sample covers 400 cases, distributed evenly between the two outlets in operation on the website www.carrefour.es at the time of field work.

Findings

The main conclusion is that the satisfaction–loyalty relationship is moderated by involvement and mediated by trust. Among the four approximations, the one that best explains this relationship is the one called ‘moderating and mediating variables’.

Implications

Companies must bear in mind that similar rates of satisfaction obtained for different customer sectors are not equally effective in generating customer loyalty. For individuals with high involvement, satisfaction makes a very good predictor of customer loyalty, whereas for those with low involvement the effect of satisfaction is far smaller.

Value

The relationship between satisfaction and loyalty has been amply researched, but mainly with regard to the physical market. On-line transactions have certain unique dimensions, so it is hoped that the present study, by shifting the focus onto the electronic market, makes a useful contribution to the field.

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Notes

  1. An article that concludes the existence of a significant relationship stands a greater chance of being published than one that does not (Rothstein et al. 2005).

  2. Approximately 90% of individuals expressed high or very high satisfaction with their online purchase. Therefore, when satisfaction is divided into three levels, this variable has no sensitivity for the medium and high-satisfaction groups. Future studies with a more uniform distribution of the satisfaction variable will test other, non-linear models such as those proposed by the delighted customer and ceiling effect theories.

  3. KMO = 0.81. Bartlett’s sphericity test (χ2 = 841.4; p-value = 0.00).

  4. For the EFA, the items formulated with the opposite sign have been re-codified. Still, there emerge two factors, which results in the final version of the scales of satisfaction and dissatisfaction using the initial formulation of the items.

  5. After a varimax rotation, the first three items of the Appendix have loads of 0.8 or higher on factor one (satisfaction) and the remaining three display loads of 0.7 or higher on factor two (dissatisfaction).

  6. Following the results of LaBarbera and Mazursky (1983), a distinction must be made between low/medium and high values of satisfaction for the M2 model.

  7. The M4 model assumes a moderating effect of the involvement for the relationship between satisfaction and loyalty. Distinction was made between individuals with low and high involvement by dividing this variable by the median in the multigroup analysis.

  8. A one-tail t-test was carried out, considering that, according to Bloemer and De Ruyter (1998, 1999) and Bloemer and Kasper (1995), the hypothesis of the sign of the coefficient must be established unilaterally, in a high-involvement condition the coefficient must be higher.

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Authors and Affiliations

  1. Faculty of Business, University of Granada, Campus Cartuja, s/n, 18071, Granada, Spain

    José Alberto Castañeda

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Received and reviewed by former editor, George Neuman.

Appendix

Appendix

Satisfaction

  • I am satisfied with my decision to buy on this website.

  • My decision to buy on this website was a wise one.

  • I think I did the right thing in buying from this website.

Dissatisfaction

  • If I had to decide again, I would not buy from this website.

  • I feel bad about my decision to buy on this website.

  • I am not happy with the purchase made on this website.

Trust

  • I believe that Carrefour.es would act in my best interest.

  • If I required help, Carrefour.es would do its best to help me.

  • Carrefour.es is interested in my well-being, not just its own.

  • Carrefour.es is truthful in its dealings with me.

  • I would characterize Carrefour.es as honest.

  • Carrefour.es would keep its commitments.

  • Carrefour.es is sincere and genuine.

  • Carrefour.es is competent and effective at its job.

  • Carrefour.es performs its job very well.

  • Overall, Carrefour.es is a capable and proficient Internet retailer.

  • In general, Carrefour.es is very knowledgeable about its field of business.

Involvement

  • Unimportant/Important

  • Irrelevant/Relevant

  • Means nothing to me/Means a lot to me

  • Boring/Interesting

  • Unexciting/Exciting

  • Unappealing/Appealing

Loyalty

  • This website will be my first choice in the buying decision process.

  • I intend to continue visiting this website in the future.

  • I intend to continue using this website rather than any other one.

  • I want to continue using this website rather than discontinue its use.

  • I will say positive things about this website to other people.

  • I will recommend this website to anyone seeking my advice.

  • I will encourage friends and relatives to buy from this website.

Note: 5-point item in all cases.

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Castañeda, J.A. Relationship Between Customer Satisfaction and Loyalty on the Internet. J Bus Psychol 26, 371–383 (2011). https://doi.org/10.1007/s10869-010-9196-z

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