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The influence of market heterogeneity on customer loyalty: A multigroup analysis.

Opened Access The influence of market heterogeneity on customer loyalty: A multigroup analysis.

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Autor: Picón Berjoyo, Araceli
Castro Abancens, Ignacio
Ruiz Moreno, Carolina
Departamento: Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Fecha: 2015
ISBN/ISSN: 9789036540568
Tipo de documento: Ponencia
Resumen: Loyalty 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...
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Tamaño: 246.7Kb
Formato: PDF

URI: http://hdl.handle.net/11441/55934

DOI: 10.3990/2.343

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