رضایت مشتری و وفاداری در خدمات : دو مفهوم، چهار ساختار، چندین رابطه

Although the literature on marketing has recognised customer satisfaction as a significant antecedent to customer loyalty, the relationships between both satisfaction constructs—transaction-specific and overall—with customer loyalty have mostly been studied separately. As customer loyalty has therefore been infrequently investigated with simultaneous consideration for its attitudinal and behavioural dimensions, this study aimed to explore the satisfaction–loyalty relationships according to a double view of the concepts. Empirical analysis in a sports-service context highlighted the role of overall satisfaction on attitudinal loyalty and minimised the role of transaction-specific satisfaction, and therefore found that neither customer satisfaction nor attitudinal loyalty predict customer repurchase behaviour.