Customer Satisfaction and Customer Loyalty: Meta-Analysis

• Main Authors: Chuang, Ching-Ju, 莊靜儒
• Other Authors: Shieh, Jiin-Tarng
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5e9q5f

碩士 === 國立臺北大學 === 企業管理學系 === 103 === The purpose of this research is to investigate the relationship between customer satisfaction and customer loyalty. A meta-analysis of customer satisfaction-customer loyalty constructs was conducted to identify the strength of the relationship and the influence of moderating factors affecting those relationships. By collecting articles from three databases (EBSCOhost: Business Source Complete, ProQuest: ABI/INFORM Complete and ScienceDirect Online, search the quantitative articles collected in the top 40 marketing journals, ranked by Hult, Neese, & Bashaw (1997), with keywords of: customer satisfaction to customer loyalty, repurchase, referral/ recommend and word-of mouth (WOM). After meta and regression analysis, here are our conclusion, first of all, customer satisfaction and customer loyalty indicate strong positive relationships (0.52160), second, sample size and whether if it is student sample would effect the relationship between customer satisfaction and customer loyalty.