Consideration set size, variety seeking and the satisfaction-repurchase loyalty relationship at a product category level

Abstract

Purpose – The purpose of this paper is to explore the combined moderator role of consideration set size (CSS) and variety seeking (VS) on the satisfaction-loyalty relationship, and uses theories and findings mostly from the brand literature to test some hypotheses at a product category level. Design/methodology/approach – The authors use survey data of 487 Vietnamese consumers in a food context. A structural equation modelling (SEM) approach for moderator analysis with latent constructs is used to test the hypotheses. Findings – CSS has a positive effect on CRL, while VS has a negative effect on CRL. CSS is found to have a positive moderator effect on the category satisfaction-category repurchase loyalty relationship. More interestingly, CSS still interacts with VS to positively influence this relationship. Research limitations/implications – The object and setting of this study is limited to one product category in one market. The nature of causality is problematic due to the use of survey design. Practical implications – Those findings imply that a product category extension with alternatives providing complementary benefits will have a higher chance of success with satisfied consumers, especially those with high VS, than with less satisfied consumers. Social implications – The study recommends that people should vary their diet to achieve different kinds of vitamins, minerals and tastes for their health. Similarly, the tourism industry should satisfy tourists ' variety-seeking needs by exploring new categories. Originality/value – This study contributes to the literature by discussing and highlighting positive moderator effects of CSS and VS on the satisfaction-loyalty relationship at a product category level. The findings are contrast with brand literature which confirms negative moderator effects of CSS and VS on this relationship.