An examination of moderator effects in the four-stage loyalty model

H. Evanschitzky, M. Wunderlich

Research output: Contribution to journalArticle

248 Citations (Scopus)

Abstract

Oliver's 1997 four-stage loyalty model proposes that loyalty consists of belief, affect, intention, and action. Although this loyalty model has recently been subject to empirical examination, the issue of moderator variables has been largely neglected. This article fills that void by analyzing the moderating effects of selected personal and situational characteristics, using a sample of 888 customers of a large do-it-yourself retailer. The results of multi-group causal analysis suggest that these moderators exert an influence on the development of the different stages of the loyalty sequence. Specifically, age, income, education and expertise, price orientation, critical incident recovery, and loyalty card membership are found to be important moderators of the links in the four-stage loyalty model. Limitations of the study are outlined, and implications for both research and managerial practice are discussed.
LanguageEnglish
Pages330-345
Number of pages15
JournalJournal of Service Research
Volume8
Issue number4
DOIs
Publication statusPublished - May 2006

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Moderators
moderator
loyalty
examination
Education
self-initiated work
causal analysis
Recovery
Loyalty
Moderator effects
incident
expertise
customer
income
education
Group

Keywords

  • customer loyalty
  • four-stage loyalty model
  • moderator effects
  • structural equation modeling

Cite this

Evanschitzky, H. ; Wunderlich, M. / An examination of moderator effects in the four-stage loyalty model. In: Journal of Service Research. 2006 ; Vol. 8, No. 4. pp. 330-345.
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An examination of moderator effects in the four-stage loyalty model. / Evanschitzky, H.; Wunderlich, M.

In: Journal of Service Research, Vol. 8, No. 4, 05.2006, p. 330-345.

Research output: Contribution to journalArticle

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