Personal Characteristics as Moderators of the Relationship Between Customer Satisfaction and Loyalty - An Empirical Analysis

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