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Examining the Nonlinear Effects in Satisfaction-Loyalty-Behavioral Intentions Model

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  • Anand Kumar Jaiswal

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  • Rakesh Niraj

    ()

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    Abstract

    Extant research has widely investigated linear functional forms in satisfaction and loyalty models. In this study with the use of nonlinear form, the relationship between satisfaction, attitudinal loyalty, purchase loyalty and customer behavioral intentions, such as willingness to pay more and external and internal complaining responses in the context of business-to-consumer e-commerce, has been discussed. It has found modest empirical support for nonlinear effects in the relationship. Results support nonlinearity only in the case of attitudinal loyalty to internal complaining response link. Results also present evidence about the mediating role of attitudinal loyalty in the relationship between satisfaction, purchase loyalty, willingness to pay more and internal complaining responses. [W.P. No.2007-11-01]

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    Bibliographic Info

    Paper provided by eSocialSciences in its series Working Papers with number id:2790.

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    Date of creation: Aug 2010
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    Handle: RePEc:ess:wpaper:id:2790

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    Keywords: Nonlinearity; satisfaction; attitudinal loyalty; purchase loyalty; behavioral intentions;

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    1. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, INFORMS, vol. 12(2), pages 125-143.
    2. Sunder Kekre & Mayuram S. Krishnan & Kannan Srinivasan, 1995. "Drivers of Customer Satisfaction for Software Products: Implications for Design and Service Support," Management Science, INFORMS, INFORMS, vol. 41(9), pages 1456-1470, September.
    3. Evanschitzky, Heiner & Iyer, Gopalkrishnan R. & Plassmann, Hilke & Niessing, Joerg & Meffert, Heribert, 2006. "The relative strength of affective commitment in securing loyalty in service relationships," Journal of Business Research, Elsevier, Elsevier, vol. 59(12), pages 1207-1213, November.
    4. Sandra Streukens & Ko de Ruyter, 2004. "Reconsidering Nonlinearity and Asymmetry in Customer Satisfaction and Loyalty Models: An Empirical Study in Three Retail Service Settings," Marketing Letters, Springer, Springer, vol. 15(2_3), pages 99-111, 07.
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