Previous research on the relationship between customer satisfaction and loyalty has
largely neglected the issue of moderator variables. The authors develop a set of
hypotheses related to the moderating effect of selected personal characteristics on the
satisfaction-loyalty link. These hypotheses are tested in a consumer durables context
using multiple group causal analysis. Empirical findings provide reasonable support for
the theoretical arguments. Specifically, variety seeking, age, and income are found to be
important moderators of the satisfaction-loyalty relationship.
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