Revisiting the Satisfaction–Loyalty Relationship: Empirical Generalizations and Directions for Future Research
- Ilaria Dalla Pozza, Professeur associé en Marketing à l’EMLV, a écrit cet article avec le Professeur V. Kumar de la Georgia State University et le Professeur Jaishankar Ganesh de la Rutgers University, USA.
Abstract du papier :
« This extensive literature review highlights the state of the art regarding the relationship between customer satisfaction and loyalty, both attitudinaland behavioral. In particular, it brings to light several issues that should be carefully considered in analyzing the efficacy of customer satisfaction inexplaining and predicting customer loyalty.
In fact, for many years companies all around the world have heavily invested in customer satisfactionin the hope of increasing loyalty, and hence, consequently, profitability. But after having gone through a detailed analysis, it is clear that this linkit is not as strong as it is believed to be and customer satisfaction is not enough to explain loyalty.
In fact, the major findings of this review arecaptured in the form of a few empirical generalizations. We generalize that, while there is a positive relationship between customer satisfactionand loyalty, the variance explained by just satisfaction is rather small. Models that encompass other relevant variables as moderators, mediators,antecedent variables, or all three are better predictors of loyalty than just customer satisfaction.
Further, the satisfaction–loyalty relationship hasthe potential to change over time. Similar weaker findings are uncovered and the study offers specific guidelines on who, when, and how much tosatisfy.
Finally, suggestions for future research to explore this domain are offered. »
Ilaria Dalla Pozza a obtenu son doctorat au Politecnico di Milano, Italie. Avant d’intégrer l’EMLV, elle a travaillé comme Professeur Assistant à la University of Connecticut, USA dans le domaine du Customer Relationship Management, satisfaction client et réseaux sociaux. Elle collabore régulièrement avec des entreprises françaises sur le thème de la multicanalité, notamment avec un contrat de recherche qui a été signé avec Orange France.
Plus d’information sur le papier :
Contacter : Ilaria Dalla Pozza – ilaria.dalla_pozza@devinci.fr
