دانلود رایگان مقاله آنالیز میانجی و گروه چندگانه وفاداری مشتری

Abstract

Loyalty is configured here as a key determinant of firm performance. Many studies have proposed models that analyze the relationship between loyalty and its main determinants: perceived value (PV), satisfaction, and perceived switching costs (PSC). Thus, the first aim of this work is to validate a model of the direct and indirect relationships between these variables and loyalty, analyzing the mediating roles of both PSC and satisfaction in the relationship between PV and loyalty. The second aim is to analyze the influence of customer psychographic characteristics – tendency toward loyalty (based on customer involvement and propensity toward switching) – on the proposed model in the insurance industry. The results show that (a) PV has a direct influence on affective loyalty and an indirect influence through two mediating variables, while only PSC plays a mediating role in the case of behavioral loyalty; (b) there were significant differences between customers with a high tendency toward loyalty and those with a low tendency toward loyalty, in the relationship between satisfaction and affective loyalty and in the relationship between PSC and both affective and behavioral loyalty; and (c) the proposed model presents greater explanatory power for customers with a higher tendency toward loyalty.

5. Conclusions and managerial implications

As pointed out in this work, customer loyalty continues to be one of the central research topics in the area of firm marketing and management. Its importance is due, among other factors, to its relation with profitability. In any case, if we wish to achieve customer loyalty, we should study its principal determinants or antecedents and its relationship with a view to construct effective strategies. Insurance companies must seek customer loyalty on the basis of the provision and development of a value that the customers perceive as superior. This perception of a superior value that is more than the competition can offer will generate greater customer loyalty in two ways: bringing a feeling of satisfaction to the customer and building switching barriers. Both factors will mean that the customers maintain their relationship with the firm over time. Indeed, these results obtained in the insurance industry are consistent with those of research works in other industries (Sanchez-Fern
andez et al., 2013; Yang
& Peterson, 2004).