Journal Article10.1108/APJML-09-2012-0102
Consideration set size, variety seeking and the satisfaction-repurchase loyalty relationship at a product category level
Ho Huy Tuu,Svein Ottar Olsen +1 more
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TL;DR: This paper explored the combined moderator role of consideration set size (CSS) and variety seeking (VS) on the satisfaction-loyalty relationship, and used theories and findings mostly from the brand literature to test some hypotheses at a product category level.
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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. Practi...
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References
The effect of variety-seeking on customer retention in services
TL;DR: In this paper, the negative role of variety seeking on customer retention for services is explored through structural equation modeling applied to an empirical study of food-service at three Universities, and the results support the hypothesis that variety-seeking negatively affects customer retention and lessens the impact of the management efforts to improve service quality and customer satisfaction.