Abstract
Purpose: The subject of the article is the relationship between customer satisfaction, loyalty and personality characteristics. It aims to analyse factors that influence customer satisfaction and loyalty, including their mutual relationships. For this purpose, a comprehensive model of customer satisfaction was created. Methodology/Approach: The research was carried out using a questionnaire survey on a sample of 1,530 customers of food producers (and 103 food business products that were non-durable) corresponding to the Czech population in terms of gender, age and region. The questionnaires were statistically evaluated using Structural equation modelling (SEM). Findings: The results show that a strong link between standard customer satisfaction factors (perceived quality, perceived value, customer expectation) overshadows the influence of weaker factors (personality). However, this effect is fully demonstrated when these strong factors are filtered out. Research Limitation/Implication: The paper focuses on foods that are sold through retail intermediaries, which also affect customer satisfaction. It may be different for other types of products and services and for products sold otherwise. It can also be limited to CR, resp. transition economics, ie. that in developed countries it could be different. Originality/Value of paper: The contribution of the paper is the finding that customer satisfaction is influenced by a personality factors, whose effect is at first glance weaker. It also shows that the factor image can be constructed taking into account the competitive ability of the company as a hybrid and the functionality of the customer loyalty factor influences the way of its construction.
Highlights
Since the 1990s, customer satisfaction models have emerged in the literature (Fornell et al, 1996; Gronholdt, Martensen and Kristensen, 2000), which assume that customer satisfaction is a multidimensional construct that is influenced by certain factors that are themselves one-dimensional or more dimensional
The results indicate that relationships were found between the factors that anticipated all of the above hypotheses except for H4
The relationship of the image factor to perceived value and customer loyalty without the relationship to customer satisfaction corresponds to the involvement of this factor, which was assumed and verified by Gronholdt, Martensen and Kristensen (2000) in the basic ECSI model
Summary
Since the 1990s, customer satisfaction models have emerged in the literature (Fornell et al, 1996; Gronholdt, Martensen and Kristensen, 2000), which assume that customer satisfaction is a multidimensional construct that is influenced by certain factors that are themselves one-dimensional or more dimensional (cf. Chang et al, 2016). Extending the model with customer loyalty confirms the impact of customer satisfaction on customer loyalty (Eklöf and Selivanova, 2008; Fornell et al, 1996; Gronholdt, Martensen and Kristensen, 2000; Ajami, Elola and Pastor, 2018), with authors rarely agreeing on the influence of customer satisfaction on customer loyalty (and not vice versa) In this respect our research is based on established and verified standards of the last thirty years
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
