University of Twente Proceedings

The influence of market heterogeneity on customer loyalty: a multigroup analysis

Picón-Berjoyo, Araceli and Ruiz-Moreno, Carolina and Castro, Ignacio (2015) The influence of market heterogeneity on customer loyalty: a multigroup analysis. In: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users., 16 June 2015 - 19 June 2015, Seville, Spain .

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Event:	2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users., 16 June 2015 - 19 June 2015, Seville, Spain
Abstract:	Loyalty is configured as one of the main determinants of firm performance. Many works have proposed models that analyze the relationship between loyalty and its main determinants: the customer perceived value (PV), their level of satisfaction and their perceived switching costs (PSC). Thus, the aim of this study is to validate a model that gathers the relationships between these variables and analyze the influence of customer characteristics –propensity towards switching and customer involvement- on these relationships in the insurance industry. The results show that (a) for the whole sample, perceived value, satisfactions and switching costs are set as antecedents of loyalty; (b) however, for customers with high tendency to switch, the path to a loyalty behavior is only mediated by the influence of their perceived value in their satisfaction; and finally (c) for these individuals, the strength of the relationship between satisfaction and loyalty is lower than customers with low tendency to switch.
Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Customer perceived value, Customer satisfaction, Perceived switching costs, Loyalty, Market heterogeneity, Partial least squares
Link to this item:	https://doi.org/10.3990/2.343
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