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The Role of Consumer Involvement as a Moderating Variable: The Relationship Between Consumer Satisfaction and Corporate Image on Service Loyalty

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  • Rifyal Dahlawy Chalil
  • Basu Swastha Dharmmesta

Abstract

The aim of this research was to test the effect of customer satisfaction and corporate image on service loyalty, and also to test the role of consumer involvement as a moderating variable the relationship between customer satisfaction and corporate image on service loyalty. This research has two models, and each model was tested separately, ie, high-consumer involvement and low-consumer involvement. In high-consumer involvement, the university was used as the research object, while low-consumer involvement we used photocopy stationary as the research object. Research design used was survey with total respondent consist of undergraduate student as much as 200 students and photocopy stationary consumer as much as 200 peoples. The data was analysis using Structural Equation Model (SEM), with Maximum Likelihood Estimation (MLE). The result shows that customer satisfaction and corporate image significantly have a positive effect on service loyalty, both on the high-consumer involvement model and the low-consumer involvement model. The consumer involvement as the moderating variable on both models also shows a significantly positive effect in moderating the relationship between customer satisfaction and corporate image on service loyalty.

Suggested Citation

  • Rifyal Dahlawy Chalil & Basu Swastha Dharmmesta, 2015. "The Role of Consumer Involvement as a Moderating Variable: The Relationship Between Consumer Satisfaction and Corporate Image on Service Loyalty," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 5(6), pages 303-319.
    • Handle: RePEc:asi:joasrj:v:5:y:2015:i:6:p:303-319:id:3731
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