2017-03-162017-03-162015Picón Berjoyo, A., Castro Abancens, I. y Ruiz Moreno, C. (2015). The influence of market heterogeneity on customer loyalty: A multigroup analysis.. En 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users (1-12), Sevilla: University of Twente.9789036540568http://hdl.handle.net/11441/55934Loyalty is configured as one of the main determinants of firm performance. Many works have proposed models that analyze the relationship between loyalty and its main determinants: the customer perceived value (PV), their level of satisfaction and their perceived switching costs (PSC). Thus, the aim of this study is to validate a model that gathers the relationships between these variables and analyze the influence of customer characteristics –propensity towards switching and customer involvement- on these relationships in the insurance industry. The results show that (a) for the whole sample, perceived value, satisfactions and switching costs are set as antecedents of loyalty; (b) however, for customers with high tendency to switch, the path to a loyalty behavior is only mediated by the influence of their perceived value in their satisfaction; and finally (c) for these individuals, the strength of the relationship between satisfaction and loyalty is lower than customers with low tendency to switch.application/pdfengAttribution-NonCommercial-NoDerivatives 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-nd/4.0/Customer perceived valueCustomer satisfactionPerceived switching costsinfo:eu-repo/semantics/conferenceObjectinfo:eu-repo/semantics/openAccess10.3990/2.343