tailieunhanh - The satisfaction-loyalty relationship in marketing: A critical review and future research

The satisfaction-loyalty relationship in marketing: A critical review and future research. The purpose of this study is to critically review and to recommend future research for the satisfaction-loyalty relationship (SLR) in marketing. The paper is based on over 75 papers published by top peer reviewed journals in marketing throughout the world over the past three decades. | Journal of Economics and Development, , , April 2016, pp. 92-116 ISSN 1859 0020 The Satisfaction-Loyalty Relationship in Marketing: A Critical Review and Future Research Ho Huy Tuu Economics Faculty, Nha Trang University, Vietnam Email: tuuhh@ Svein Ottar Olsen Tromsø University Business School, University of Tromsø, Norway Email: Abstract The purpose of this study is to critically review and to recommend future research for the satisfaction-loyalty relationship (SLR) in marketing. The paper is based on over 75 papers published by top peer reviewed journals in marketing throughout the world over the past three decades. The results show that the SLR is suggested to be positive. However, this relationship could be linear or nonlinear depending on the nature, the different approaches of measure and definition of satisfaction and loyalty. Moreover, the relationship is affected by many moderators, mediators and other variables. Future research should extend to test other antecedents besides satisfaction and to use different definitional approaches of satisfaction and loyalty to explain loyalty. Different functional forms of the SLR, moderators and mediators are also recommended to test in a separate or combined approach to shed light on the complex nature of this relationship. Keywords: The satisfaction–loyalty relationship; nonlinear; moderators; mediators. Journal of Economics and Development 92 Vol. 18, , April 2016 1. Introduction Thus, several researchers have challenged the view that there is a simple SLR, and argue that we need to employ more complex models (Dick and Basu, 1994; Fournier and Mick, 1999; Oliver, 1999; Seiders et al., 2005). Generally, the SLR is complicated since it deals with different functional forms of the relationship, different conceptual and empirical definitions of satisfaction and loyalty, different moderators and mediators, and other factors that may outperform satisfaction as the key